People Everywhere Watch Rubbish

"We Just Show What the Market Wants. If opera were as popular as guns and naked women…Nova would show opera. We discovered what Czechs were: beer-drinking, working-class Catholics, rather like Belgians but less cultured."

Zelezny, founder of Nova in the Czech Republic, quoted in the Economist, August 1999

Remember we built all of our brands in the UK without using the most intelligent channels, the BBC, which doesn't take advertising.

And Ogilvy was wrong, the consumer is stupid & possibly your husband or wife. The proof is that most viewers of Inspector Morse thought that it was on the BBC even though it was filled with Advertising breaks

So consumers don't remember where they see ads & often aren't aware of which channel they are watching