The profit gained/viewer loss ratio

This advert is working then as it is invoking a reaction in us all and we all have a view on it!

Yeah working so much that people might start recording their fave shows so they can FF the ad breaks on their videos

Well on the bus home tonight, someones phone went off with that 'fun' crazy tone.

Personally I find the tone going off in public much more annoying than the advert on the TV. At least you don't get 5 mins of a Vicky Pollard type conversation afterwards!

Sadly, I do - and it's one of my work colleagues, who possesses the Axel F frog/race car variant.

A couple of people I know are annoyed by it - On Sunday when the ad was on during the break of Heartbeat, got so annoyed they changed the channel and turned back over to ITV1 a couple of minutes later...

I've heard that the tones are a rip-off as well. Maybe it's because the important info is in small print that most people won't read. Kids won't read it anyway, it seems the ad is aimed at kids regardless of it not actually being used during kids' programmes.

They don't need to show it during children's stuff anyway - It's playing in every other ad break...I think there should be a law against this being bombarded repeatedly with annoying adverts.

I have long since stopped paying any attention to commercials, initially I would channel surf but now I just turn the sound off and think about life for 4 minutes!

This is for 2 reasons - on a lot of channels they are substantially louder than the programmes, and secondly, so many of them are HIGHLY irritating. Adverts aimed at stupid / poor / paranoid people just make me want to chuck the TV out of the window. E.g.:

"Have you been injured in the last 3 years?"

"How do you know your kitchen is REALLY clean unless you use these totally un-environment friendly disposable wipes" (footage of baby crawling across kitchen floor)

"Have you got chodloads of debt? Hey, why not get ANOTHER loan to pay for all the ones you've got! That's right! You'll end up paying more interest but you're too stupid to realise that!".

"Is your diet awful? Why not drink a few minerals in a non-biodegradable plastic bottle, that'll make you loads better!" Jesus it's amazing the human race has survived so long isn't it.

I guess this comes from watching too many cable channels...

This seems to be a common misconception though about the advertisers, and is a point I've argued on before. An Ad-man's dream is *not* to have everyone talking about their advert. An Ad-man's dream is to have everyone talking about their advert with the goal of them going out and buying the product . If the second part fails because more people hate the campaign so much that they boycott it, then it has failed miserably. Even if everyone loves the advert, if people still dont buy the product it has been a failure. A case in point is the last batch of ITV Digital adverts. They were fantastic pieces of advertising, and just about everyone loved them to cult status, yet the campaign was still a failure as whilst people loved the ads, it didn't attract enough of them to sign up for ITVD.

this is not strictly true - there are an increasing number of ads that dont advertise a product at all, just a brand. Honda for example - the one with the baloons or the OK ad. There was no product advertisied. Just an ad to increase brand awareness. if more people reconise the brand then this type of advert is said to have worked. I will admit this has an overall goal of increasing sales but is usaly taken as a long term goal as apposed to someone seing an a, jumping into the car and banging the dorr down at your local tesco.

Well, they must be getting loads of complaints about it at ITV as there is a standard message going out, like so...

Thank you for your recent email regarding the above named advert.

The current advertisement by Jamster is an intense, short campaign which has taken more slots than usual but please be assured that your comments have been duly noted on the Duty Log which is viewed on a daily basis by our senior management.

May I take this opportunity to thank you once again for taking the time to contact us here at ITV.

Kind regards



ITV DUTY OFFICE

Not saying every viewer is fickle enough to switch off a channel just because of the ads, but if this was the case, I just wonder how many viewers ITV would be prepared to lose before they'd think of not showing the Crazy Frog ad.

In a way, if viewers actually did switch off due to the ad, Jamster wouldn't bother advertising, so it's a bit of a Catch 22. I suppose no-one can say that ITV isn't popular.

But surely the failure of the ITV Digital adverts was NOT the fault of the admen but surely the fault of the product. There is only so much an advertising company can do to help promote/sell a product/brand. I think the ITV digital advertising campaign was great and within the advertising world deemed a success. If you have a duff product to start with there is only so much you can do to assist it and it is NOT the fault of the adverts that ITV Digital failed.............

That was his point.