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I think the entire country knows what happened during the closing stages of last nights FA Cup replay between Everton and Liverpool but in case you missed it a quick recap.

 

Having suffered through 118 minutes of mind numbing dross the least the viewing public deserved was to see the winning goal – but instead we were treated to an ad break . As soon as the ads came on you could bet your bottom dollar someone would score and of course they did.

 

It reminded me of a season ticket holder who sits behind me at Chelsea, who when games aren’t going our way nips to the toilets in the belief that it will somehow prompt the team to score.

 

Some games he’ll disappear to the gents, to the great annoyance of those in his row, five or six times in a half. Each time he trots off to the loo, I too inexplicably hope that somehow his absence will bring us a goal. But in my 15 years of sitting in front of my fellow Blue we have scored the square root of bugger all during his trips to the lavvy. Yet still he goes and no doubt always will.

 

Last nights coverage was farcical but not unprecedented. In 2005, ITV cut away to an ad break as Fernando Alonso and Michael Schumacher battled its out on the final lap of the San Marino Grand Prix.

 

Today though, spare a thought though for young match winner Dan Gosling – his finest moment overshadowed by the incompetence of ITV.

 

All Comments

  February 5, 2009

In fairness it wasn't entirely ITV's fault - it happened at the transmission centre. And Sky still freezes when it gets overcast

  February 5, 2009

I don't know what does ITV means, but anyway, and talking 'bout the rest of this post, I absolutely agree.

When I had my season ticket for my team, Sevilla FC, I knew some of these superstitious fans. You know how we're in Spain, and on top of this behaviours, there're the andalousian: I remember, sitting behind me, a woman kissing a card of a Saint (or Virgin), another one going to the toilette at 70' if we were down of 1 goal, and a couple turning back, watching to the ground when we were ahead by 1. Customs and traditions!

About ad breaks, I also remember this time you're commenting in which Alonso and Schumacher (Shoemaker ah ah) were fighting for the win in San Marino,or under the rain in the unforgetable race in Hungary. The TV decide to insert an ad break in the summum! You can imagine everybody's rage against the TV channel, the ad (about milk, assurances, watches..who cares!!)... After thousands of letters and e-mails with the complaints, the Tv obtained the licenses to put a little screen in a corner reporting the race (in live) within the ad break. At least, we can have the feeling about what's happening in this moment..(but hearing the ad, of course).

Finally, I remember when Tele 5 (a private tv channel, belonging in a high percent to Berlusconi), had the broadcast rights, and, when the ball was out of play, or the game stopped for any reason (corner kick, foul...) the TV took the opportunity to insert an ad break. This year, the critics were so highs that, since this moment, in Spain is not accepted (not forbidden, but unnaccepted) to make any sort of ad interrupting the game.

I apologize for my english.

Great blog, really interesting treatment of marketing and sports

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