Wrestling commentator Michael Cole achieved a broadcasting milestone this past Monday when he uttered, for the 1,000th time, the longest-running weekly plug in television history.

“You are watching the longest-running weekly episodic show in television history!” Cole enthused. “Welcome to Monday Night Raw!”

Unaware that this latest utterance of the phrase was his 1,000th, Cole was pleasantly surprised when his colleagues presented him with a congratulatory cake during a commercial break.

WWE honcho Vince McMahon praised Cole for his unwavering enthusiasm in reiterating the plug.

“Most people would go insane repeating the same sentence ad nauseum, week after week,” said McMahon. “But not Michael — he’s a true professional.”

Cole admitted that he’s getting “a little tired” of the phrase, but added that he’ll never stop saying it because it is “vintage Cole.”