Size does matter after all.
Over 25 million Brits would be willing to give up sex for six months to get their hands on a 50in plasma TV, according to a survey by Comet.
Contrary to the popular belief that men would do just about anything for sex, nearly half of the male respondents would be willing to take a vow of celibacy for six months to get a 50in plasma TV, compared to 35 per cent of women.
And it seems that sex is not the only activity that the nation would be willing to sacrifice for a large TV.
Just under a quarter of smokers claimed that they would give up for a 50in plasma TV, making it a fairly effective, albeit pricey, alternative to patches and hypnosis.
A further quarter of Brits said they would stop eating chocolate, and just under a fifth of men would be willing to sacrifice watching football for a 50in TV.
Bob Darke, commercial director at Comet, said: "We are surprised to see just how much the nation would be willing to give up for a 50in plasma TV.
"We have seen a 7,000 per cent uplift in sales of 50in TVs in the past two years. As more and more people aspire to celebrity lifestyles, having an impressive entertainment system is becoming top-of-the-list for homeowners."