So think about it. there are 10 million plus every week watching it. it is the show case and saviour of ITV. so it makes sense for brands to leverage thee ad breaks to the full. it is such an appointment to view. The programme itself is all about showcasing the best talent. Now brands are fighting their own x-factor battle in between the show.

Often big budget. Always well produced ads. usually 60s and often longer. Big blockbuster ads are ruling the roost in between x-factor. I recall Ikea’s kitchen ad – ‘always in the kitchen at parties’. Classic ads as ever from Virgin. Major product demonstrations from Wii with a crowd in-tune with x-factor.

For me this series of ad-breaks is synonymous with cinema ads for the reasons I mention above.

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