Strictly Come Dancing judge Len Goodman has given a warning to Susanna Reid.
The BBC newsreader won over viewers throughout the series, becoming the bookies' tip to win the show last night having started as a rank outsider.
However it was model Abbey Clancy who won Strictly Come Dancing 2013 yesterday and now Len Goodman has more bad news for TV presenter Susanna.
The head judge warned that her fame was nothing more than a 'flash in the pan' and she'll be forgotten about by the New Year.
"We’ve done 11 series now and, even the people who have won, how many have had their careers catapulted into a totally different atmosphere? Any? I don’t know. I can’t think of any," said Len, perhaps seeming to forget about the likes of Alesha Dixon at least.
He continued: “While Strictly’s on, Susanna is being talked about. It’s like that for me. While the show’s on I walk through Sainsbury’s and people keep wanting to talk to me.
“But once the series has finished, a month down the line no one knows who I am any more.”
Speaking to the Daily Star Sunday newspaper, Len added: “It’s a big deal at the moment with her but next year it’ll be over with. I don’t know how well she’ll do.”
Reports suggest that Susanna is already set to make quite a career move off the back of the show however, with a £500,000 deal to defect to ITV apparently on the table.
Strictly will return to BBC One for another series next autumn.
Browse pictures of tonight's Strictly Come Dancing 2013 live performances in our gallery below...