Of late, I’ve been watching a few more TV programmes on commercial channels, and as a result I’ve been seeing a lot more of the ident/sponsorship captions at the start and end of each ad break. (I’m sure there’s a proper name for them, but ‘ident’ will do for now) However, they primarily stick in the mind because they annoy me.
I know advertising is supposed to be all about brand recognition, making things that stick in the mind so we remember the company when we’re looking for whatever product they’re hawking. But all the idents (and a number of the primary adverts as well) only stick in my mind in order to be companies that I never, ever give any money to. (Which has happened several times now, looking for a product or service and knowing I won’t use [x] because their adverts annoy me so much)
Part of it, and the part that grates with me the most on idents, is a lack of range. I assume it’s a budgetary thing or something, but lots of them seem to make five idents, and think that’s enough. However, there are four ad-breaks, so there’s should be eight idents. Instead, we end up repeating at least a couple of idents – in just one programme! – and all that makes me think about the company is that they either haven’t thought things through, or they’re just cheap. Either way, I can’t see that as being the reaction/perception that the company is aiming for when they’ve spent a bundle on buying the slots and making the idents.
I mind less when they’ve only done the one ident – even thought it means it can end up being seen eight times per episode – because at least it’s simple and easy. It’s the supposedly-funny ones that aren’t amusing in the first place, let alone once you’ve seen it twice in an hour, and even less so over the full run of any series.