I thought: “Wow, what an excellent idea! Grouping the ads into clusters, in the same way that viewers watch them! Linking the ads to particular TV shows as cross-promotion! Brilliant! Only commercial television could do it!”

Then I realised the brands aren’t mentioned. And it makes no difference whether the contestant has seen the programme containing that particular ad break or not. And And And.

I understand the reasons, but I still think it’s a missed opportunity.

* It’s the Ant and Dec (or is it Dec and Ant) game show where contestants can ‘win the ads’.

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