Last week saw the publication of a survey, presumably conducted by the Department of the Glaringly Obvious at the University of Duh!, which found (and you might want to be seated for this) that mid-over adverts during the IPL were not, repeat not, popular with television viewers. I know, surprising eh? Who could have guessed that being subjected to a continuous stream of visual marketing junk might begin to rankle a teensy bit with the watching public?
Now, in the interests of fairness, I should say that advertising can have beneficial side effects. For instance, yesterday, in search of distraction from my list of chores, I slumped onto my sofa and flicked through a few channels. In no time at all, I had racked up a new record of eight consecutive adverts without seeing a single scheduled programme. I was so irritated, I decided to clean out my fridge instead. Thus, thanks to advertising, my kitchen no longer smells and I burned a few more calories hacking away at encrusted ice with a screwdriver.
It is also worth pointing out that the cricket watcher’s relationship with brand peddling is not a straightforward one. Certain ad campaigns, if they are sufficiently well conceived and interwoven with the cricket, can become part of the experience. For example, the short sequences on a fictional Caribbean beach that ran during the recent World Twenty20 were almost entertaining, which is pretty much the pinnacle of advertising achievement.