Nearly half of British men surveyed would give up sex for six months in return for a 50-inch plasma TV, a survey - perhaps unsurprisingly carried out for a firm selling televisions - has found.
Electrical retailer Comet surveyed 2,000 Britons, asking them what they would give up for a large television, one of the latest consumer "must-haves".
The firm found 47 per cent of men would give up sex for half a year, compared to just over a third of women.
"It seems that size really does matter more for men than women," the firm said.
A quarter of people said they would give up smoking, with roughly the same proportion willing to give up chocolate.