Daytime Adverts: Welcome to hell

Daytime Adverts: Welcome to hell

Many people don't work the typical 9-5. For vast swathes of the population, such as housewives/husbands, students, the unemployed and night-shift workers, daytime TV is on in their spare time and the adverts shown reflect what advertisers think this audience might need.

So as an audience, what do the controllers at ITV etc think we need? 

Money. Back to back pay-day loan adverts litter the screen, one after the other, with varying degrees of scumminess.

The last advert I saw today (14/02/13) actually has Kerry Katona advising me to get a loan from a new company, called Cash Lady.

Why pick Kerry Katona? She's bankrupt for Goodness sake. Aside from the fact she was probably cheap, I think it was because as a demographic, people who watch daytime TV are probably 'statistically' more likely to be a fan.

But that's complete and utter rubbish and it's unbelievably patronising.

The next most frequent advert, are those damn PPI adverts. They usually go a little something like: 'Have you had a loan recently? You may be owed money. Please contact us at...'

Not being content with infuriating people daily with their annoying calls, this payment protection insurance nonsense is attacking your other senses such as sight, smell and taste. (I throw up in my mouth a little bit when the adverts come on and I can smell it).

So what does this type of advert say about our supposed demographic?  Well, we must be poor, because we don't work like 'normal' people at 'normal' times. Therefore, we must be in debt, (ironically debt that ITV et al is happy to advertise for) and we must be stupid enough to actually call these vultures.

The third most frequent type of advert shown is probably injury lawyers and their ilk. These adverts make me sick, I should sue them. Have you had a fall? No. An injury that wasn't your fault? No. Well, what are you doing at home watching TV at 11 am? Is your leg not in a cast? No. 

Just because I'm at home during the daytime on some days, (I'm a student) doesn't mean I should be constantly patronised between shows by adverts suggesting that I'm a poor, ill wastrel, who can't manage my money.

Why go for the lowest common denominator? Why not try and create an advert that would make you actually want to buy the product, as opposed to what you 'think' your target audience would like to see. I honestly can't think of anyone (sane) that would be willing to take financial advice from Kerry Katona.

The problem seems to be that we get treated like a teeming mass of thickos.

Well, I for one don't agree with that assumption. Also, you're forgetting a massive audience, in the elderly, who generally take care of their finances and can't afford heating, never mind pay-day loans.

Some adverts, such as the new moneysupermarket.com (You're so..) are genuinely funny and I understand that some companies don't have the money to be 'EPIC' but they could try different tactics, rather than annoying jingles and stupid mascots. 

Why not give a young budding director with fresh ideas free reign to make your advert more recognisable? Rather than rehashing the same tired, stiff in a suit walking diagonally shtick, try something different. Please. 

As a mass-audience our IQ may not be as high as prime-time viewers, but the only reason I'll entertain that idea is because daytime adverts cater for 'thick' people. 

Nobody likes being talked down to and while I don't expect anything to change, I'm making it known here that I don't agree with it. 

As a mass audience we have the power to dictate what we watch and when we watch it, especially in an era of on demand TV.

So stop killing the medium I love. Just try a little harder.