Morgan, 53, was voted Heat magazine’s number one ‘Secret Crush’ in their annual poll, which is held to coincide with Valentine’s Day.
The controversial TV presenter and former Daily Mirror editor celebrated his big win in predictably smug fashion.
He told the magazine: “My particular thoughts at this difficult moment are with Lord Sugar who was one of the other people on the longlist.
“To be fair to him he’s had a very massive crush on his face for quite some time from a 2-ton anvil that landed on it 50 years ago, rendering it such an abomination.”
He went on to say he also felt sorry for Kim Kardashian, as her rapper husband Kanye West too had missed out on the honour.
“I feel for him and I feel for Kanye West, poor old Kim Kardashian’s woken up to the fact that more people fancy me than her husband, that’s not a good morning for her.
“I feel for Ed Sheeran, you can sing nice songs buddy but you ain’t a crush. Ant and Dec – both of them combined couldn’t beat me. I keep coming back to one word… landslide,” he added.
Known for his unashamedly boastful hosting style, Morgan even promised to keep the accolade ‘very quiet’:
“I’m a very modest guy by nature and I think I’ll probably just keep it very quiet and not tell anybody other than millions and millions of people the moment the embargo has been lifted.”
Susanna Reid quipped that she wasn’t surprised Morgan topped the poll: “Im not in the least bit surprised he’s won the Secret Crush Award. Who in their right mind would want to publicly declare they have a crush on Piers??”
Meanwhile Morgan’s wife Celia Walden, 43, teased: “People are weird aren’t they? I only married him for the handbags”
Morgan and Reid are taking a break from their Good Morning Britain hosting duties as they prepare to cover the Oscars live from Los Angeles.