What would you do to get a 50in plasma HD TV? Overload the credit cards? Save up for a year? Rob a bank? Most Brits would give up sex for six months to get one.

So claims retail giant Comet. A poll of 2000 people conducted on the chain's behalf, found that 47 per cent of males questioned would forgo their animal instincts for six months in order to bag themselves the TV of their dreams.

Yet only 35 per cent of women would do the same.

And they say men only have one thing on their minds...

Indeed, when it comes to football and chocolate, only 17 per cent of men would be willing to stop watching the beautiful game in return for a 50in plasma. However, 25 per cent of Brits would happily give up chocolate for the TV.

Comet may also have stumbled on a new way to help people give up smoking, because its research found that 24 per cent of respondents would don the ‘plasma patch’ for six months if they’d get to keep the TV afterwards.