Well, that's my first and totally unoriginal observation about US TV advertising. There's rather a lot of it. And it cuts straight into the programmes. No little pause or flash-frame ident. Straight in. Each ad follows straight into the next one too. Again, no pause. It's an all-out assault of Saving Private Ryan proportions. But I suppose you get used to it.

And the quality? Generally very low. If you think about it, the UK and the US tend to do roughly equally well at award shows around the world. But the US produces about eight times as much advertising. So that means the average quality is...

A lot of the low quality I think is a product of the advertiser trying to say too much. Each ad is trying to put across a brand message and several product messages at the same time, and then finish with a 'deal' or special offer at the end.

Simple stuff like the Mac ads (latest one above) stand out a mile.