Recent ITV research shows that only 1 out of 8 viewers believe the ads shown on television. So not only is nobody looking at television commercials anymore, the ones that do look don’t believe them. I don’t think people stopped believing, I think people just stopped caring. Why would they care, it only happens on few occasions that a television ad really jumps out or that it actually talks about stuff you’re interested in. I just spent last week in the US again and there it’s even worse. Every 5 minutes you get commercials, and the quality of those commercials is just terrible. No wonder Tivo is so popular in the US.