The survey further showed that the type of programming does not affect the improved results. Whether documentaries, sitcoms, reality shows or news magazines, when the subject matter involves the prurient, eyeballs increase. Even family-oriented programming is helped by a judicious helping of salacious material, according to the study.
"Sex sells whatever the medium," Sheily Lemon of IMCA said.
The study was comprehensive in scope, assessing viewing habits that covered 2,000 networks in 82 countries or territories.
"The 2007-2008 season was marked partly by the return of game shows, many of them games depending greatly on chance and the participants' psychological skills, and also partly by sex, sex and more sex spiced by just a little bit of spirituality," Amandine Cassi, one of the authors of the study, said.
Even religious television is not immune from the pressure of adding sexual themes to their programming. According to Lemon, the Roman Catholic channels NED 3 in The Netherlands has a popular program called "40 dagen zonder seks" (40 days without sex), which invites young viewers to observe sexual abstinence for 40 days.
The study did not address the abstinence success rate of those who watch "40 Days Without Sex."