So, here it is again - it's wall to wall, everyone is talking about it, and it lasts for what seems like forever. I'm talking, of course, about Love Island.
Not really, silly, it's only the bloody 2018 FIFA World Cup in Russia.
These sorts of events - unlike Love Island - only come around every four years, so there is a lot of demand to get tickets and to cram pubs to see the teams take to the field.
This is especially true for Peru. The small South American nation hasn't competed at a World Cup finals for 36 years (their last appearance was in 1982 and they failed to win a game).
With that in mind, people have piled into Russia on every available flight out of South America and have been taking every possible route to get themselves into the stadium for the kick off.
Stories are now emerging about fans going to lengths beyond what is sensible and probably safe to get themselves inside the stadium for when Peru play any of their group games in Russia.
In fact, an English teacher from Lima, Guillermo Espinoza, told The Guardian about one intrepid supporter who tried to gain 24 kilograms of weight so that he could get one of the easy access seats in the stadium.
He said: "There was a guy who was worried he wouldn't get a ticket for a Peru match, so he said he would try to put on 24kg so that he could apply for one of the special [easy-access extra-width] seats that are much easier to get,
"You get a good view as well from those seats."
This gives you something of an insight into how seriously the Peruvian hordes are taking this event.
Espinoza continued: "Some have come here on a €1,000 budget, they're eating cookies in the day to get by, sleeping on floors and are taking a 32-hour train to Ekaterinburg - because it's free - to watch the France game,
"There are people who have left their job because you get paid extra money when you leave somewhere you've been a long time. A lot of others held what we call a pollada, which involves cooking chicken and providing beer at home in exchange for money."
Fifa have announced figures that state that Peruvian fans account for 43,583 tickets at the finals. However, most people reckon that there are around twice that. During the first game against Denmark, the country will be at a virtual standstill.
Fair play to them. Vamos Peru!
Featured Image Credit: PATopics: SPORT, Football, FIFA, World Cup 2018, Russia