Between the Lines: Can viewers stomach KFC?

Ant & Dec's Saturday Night Takeaway is one of commercial TV's banker series. Not only does it attract eight million viewers, but its format, where contestants win whatever is advertised in the breaks, means viewers pay attention to the ads.

So well done KFC for taking over as its sponsor (page 5). The brand match is good and Ant and Dec ooze the fun that KFC is trying to convey in its advertising.

Nevertheless, break bumpers often only frustrate viewers. Looking at Bartle Bogle Hegarty's excruciating KFC television ads, KFC will have to tread carefully creatively to make amends.