Most people feel a sense of national pride because of the success of the British Olympic team, according to a new study.
A survey of 2,000 adults by Freeview also revealed that two out of five had cried during the Games, with Jessica Ennis's gold medal topping the tearjerker moments.
Most of those questioned said they believed London 2012 was shaping up to be the best ever Olympics.
Seven out of 10 said Team GB athletes had replaced music stars and footballers as role models.
A similar number had been cynical about the event before it started, but 85% said they now felt genuine pride.
Ilse Howling, managing director of Freeview, said: "In living rooms up and down the country, tears are being shed on a daily basis as the summer of sport shapes up to be the greatest of our lifetime."