Monday, 2 January 2012

If we can't have fewer TV ads, make them better

I’ve watched more television over the holiday period than I probably do normally in a couple of months. It’s only now I’ve come to appreciate the growing level of viewer complaints about the increasing frequency of ad breaks on commercial television.
I’m being driven to watch more BBC output to escape the irritating interruptions mid-programme. Although the Beeb is guilty of assailing viewers with plenty of plugs for its own schedule (surely unfairly exploiting its licence advantage) in between shows.
I’m an instant gratification sort of guy. I can’t see myself ever bothering to record a show to watch it later fast-forwarding the ads.
So I can only hope the bosses at ITV and the other companies, the ad makers and their clients all wake up to the fact they are killing the golden goose.
I appreciate it’s ad revenue which pays for their programmes but take a popular show like the (pictured) Downton Abbey Christmas Special which was made unwatchable by the constant ad breaks.
You don’t read more about this bane because television critics get review copies, which enable them to dodge the ads unlike us Joe Soaps.
If we can’t have fewer commercials can we please have better ads. I would expect digital advances have brought production costs down. But it is bad enough to have to suffer a single unimaginative, boring, cacophonous advert, made infinitely worse when it is repeated regularly.
So more orginal and better ads for 2012 to ease this programme blight. Almost any music video is more interesting than most ads even on mute.


  1. Well at least the adverts enable one to go out to the kitchen and meke a cup of tea. Trouble is I don't drink that much tea. Is there not some code GC that allows only a certain amount of time in any one hour for advertising? Is this code perhaps being breached?

  2. I believe the rules on ad frequency have been relaxed in recognition that commercial television faces serious competition for ad revenue with the internet (and for viewers with the subsidised BBC). GC


What do you think? GC