In reply to Chris Harris:
Last night while watching the England match I saw the first adverts I remember seeing in months. I only ever watch stuff online now (I live in France and can't get UK TV any more now they moved the satellite transponders) - I can only remember the stupid betting one with Ray Winston hamming it up all cockney geezer like about in game play - oh and something about getting out of the office early - a beer - Carling or Carlsberg - wasted advertising on me because I've tasted both and no amount of branding can overcome that.
I work for a company who spend billions globally on advertising and most of the marketing managers I speak to are desperate to get away from the 30 second TV spot as its going the way of the dinosaurs - they really want to engage consumers with longer form stuff on YouTube, use social media a lot more and get away from one-way traditional advertising where its much harder to measure the effectiveness of what you're doing.
The people who predominantly watch adverts between TV shows are not the demographic you want to be aiming at - generally older, less tech savvy, less likely to spend money on our products.