ITV discovers there is such a thing as too many ad breaks

Viewer of last week’s Merseyside derby were probably already feeling disgruntled as a spectacularly boring football match stretched into extra time towards the seemingly inevitable spectacle of penalties, but then ITV really stuck the boot in.

Viewers who had endured almost two hours of the game were rewarded with an advert break in the second half of extra time when the only goal of the game was scored.

An automated ad system was to blame, leaving Liverpool fans forever associating Tic Tacs with the bitter taste of FA cup defeat.

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