I've been trying to work out why I found the adverts on Canadian TV so intrusive and irritating. Canadian Broadcasting limits advertising to 15 mins per hour on commercial channels, but "only" 12 minutes per hour on "Specialty" channels. However those numbers apply to real commercials - i.e. those advertising product. From my admittedly brief exposure, it doesn't cover trailers. And it doesn't excuse the extremely annoying habit - something we don't have in the UK - of running the same ad twice in the same break - sometimes only 30 seconds apart - or running very similar ads, such as hair care products for two different types of hair, which have almost identical wording, serially. The worst we ever get is a repeat of the last few seconds of an ad - these agency types have learned their lessons about the way memory works - to "fix" the product in viewers' minds, but these almost always run at the end of the ad break, separated from the original by up to three or four minutes.
One evening I finally managed to watch a movie from beginning to end. Aliens. It was scheduled to air over three hours, which given its posted running time on IMDb of 137 mins leaves 43 mins for ads - 14.33 per hour. But they're not evenly split. The first hour felt almost like UK television. The first break didn't come until 20 past the hour, and the next was twenty minutes later, each one showing only 3-4 minutes of ads. I should have been wise. As the film continued, the frequency of breaks increased, to the point where the last half-hour of the film suffered three breaks of five minutes each.
I have no idea how the law constrains the incidence of ads. My Aliens experience would suggest that rather than being a rigid per-hour limit, that "15 minutes per hour" is an average. Being allowed to relax the grip of ads in some hours only to tighten it fiercely later, destroys any enjoyment.
I used to think I'd be able to live in Canada. That I'd actually quite enjoy it. But if I ever had to, I don't think I'd be watching any live TV. I'd be PVR-ing everything and spending a lot of time with my finger on the FF button!!
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2 comments:
Shirl the pearl wrote... after living here for over 40 years I guess we do not notice the frequency of TV commercials,anyway it gives you lots of time to refill the wine glasses without missing the show
I think we are Americanized too much. The bean counters look at what's being made south of the border, and use the same techniques here.
Doesn't work for me. I can hardly stand to turn the tv on anymore!
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