More than one in 10 (13%) telly addict Britons would rather give up their partner than their TV, a new survey has found.
Over half (51%) admitted watching television was an integral part of their lives, one they simply could not live without.
A fifth (21%) reached for the remote control first thing in the morning and 15% left the TV on overnight.
According to the study, 29% of Brits admitted they had the TV on for company, with 37% leaving it on for up to four hours each day.
A quarter (25%) said they used the television for shopping, 10% for gaming and 10% for being educated by programmes.
Around 42% said they watched TV as a way to relax after a stressful day, while 22% said they found it therapeutic.
Television was also seen by some as a comfort in their own home, with 11% feeling safer with it on and 35% watching it when they could not get to sleep.
Retailer and shopping channel QVC quizzed approximately 3,000 people to help launch its involvement in ITV1's new shopping and gaming destination "The Zone".
Sue Leeson, marketing director of QVC, said: "Brits have always loved the TV and the wealth of entertainment it provides. Whether it's for education, fun or shopping, TV, has become a part of the family."