A Cricket Australia opinion poll has confirmed what has been evident Down Under since last September - the Ashes loss to England hurt Australians more than any other sporting defeat.
The survey of 1,200 sports fans conducted by pollsters Newspoll found 63 percent regarded the Ashes as the nation's most coveted sporting trophy, well ahead of the nearest contender, football's World Cup, on eight percent.
Cricket's World Cup was next on seven percent, followed by tennis' Davis Cup (six percent) and the Rugby World Cup on five percent.
"When it comes to Australian team sporting prizes, it's clear that the public consider the Ashes to be the pinnacle," Cricket Australia chief executive James Sutherland said. "We expect the whole country will be gripped by Ashes fever when the Ashes series begins later this year."
An in-form Australia will attempt to avenge its first Ashes loss in 16 years this southern hemisphere summer when England travel Down Under for the five-Test series.