What I really meant was that it depends on the context. Imagine a family gathered around the TV set, with some rather conventional (as in "boring") series or th

What I really meant was that it depends on the context. Imagine a family gathered around the TV set, with some rather conventional (as in "boring") series or the multiple hours long Saturday evening show. Where – in the absence of greater sensations – the message is mostly the medium, the spot (as a short, self-contained, often engaging and pleasing story) is a delight! Now, on a format like YT, even a 15 seconds ad is much more invasive, and ads and ad blocks are becoming even longer than this. Moreover, in a context where you switch rather short snippets of content on your own initiative, ads are generally invasive, while the are competing for attention. By this, what was once a cultural reference has become entirely meaningless to the potential consumer: it's just an annoyance, by which you pay for the service.