The 80-year-old, who plays Weatherfield's Ken Barlow, caused a stir last March by suggesting that he had slept with up to 1,000 women, adding that he "didn't have the strength" to control his sex drive in his younger years.
However, speaking on Lorraine this morning (January 28), Roache insisted that a serious relationship is much more satisfying.
[Bill Roache on Lorraine.]
The actor was married to his second wife Sara for 35 years before her sudden death in 2009.
Roache said today: "I had my day in the '60s, but I've had the double life - I've had the life of lots and lots of girlfriends and I've had a happy 35-year marriage.
"So I can be a judge of which is the best and there's no doubt a 35-year loving marriage is better - people might envy a lad about town, but it's not a happy state to be.
[Bill Roache in his younger years on Coronation Street.]
"If you're married to someone you love and who is really beautiful you could say you get lucky every night, whereas if you're a lad about town... who knows - some good and some bad."
Roache was appearing on Lorraine after agreeing to join the judging panel for the ITV show's 'Racy Reads' competition, which searches for the next big name in erotic fiction.
The contest's winner will have a book published by Mills and Boon in the summer.
Roache said: "I think things like this - inviting people to send in their work - is wonderful, because it's so difficult to get anything published and to encourage people to write like this is absolutely brilliant… we are hoping to get some interesting stuff."