Call centres could keep customers happy while on hold by playing comedy clips, according to the latest research.
According to a study by online insurance firm swiftcover.com, 23 per cent of the 878 consumers polled claimed they wanted "comic relief" while waiting to be connected to a call centre operative.
News came in as the second most popular choice, taking 18 per cent of the votes.
Heavy metal music was the third most nominated option, with 16 per cent of callers admitting to wanting to "rock out" while being kept waiting.
Tina Shortle, marketing director for the researcher, commented what customers hear while on the phone can make a "huge difference".
She added: "We hope companies with call centres will take note of customers' choice of hold music, and use it to elevate, rather than increasing callers frustrations."
Pop music, 80s tunes, classic pieces and Motown songs all also featured in the rundown.
Elsewhere, a new callback service has been rolled out through contact centres after a successful trial with the Inland Revenue.
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