Japanese actress Koyuki stands next to Panasonic's new 1080p resolution Viera 50-inch plasma televisions 'TH-50PZ700SK' during its launch event in Tokyo April 10, 2007. 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 -- said on Friday. REUTERS/Kiyoshi Ota

LONDON (Reuters) - 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 -- said on Friday.

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 percent 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.