[Jack_]

Originally Posted by BBLuva

That would be stupid because they would have lost loads of viewers by that time, it should be right after Come Dine With Me because that usually draws in a couple of million or more

I personally think it's more practical to air it during a show, rather than during the crossover between shows.

I'd assume most people turn off/switch over when the end credits come on, if they aren't continuing to watch the channel they are on, and thus, if that's the case, they will miss any subsequent adverts. Whereas during a show, people may well still be watching the TV whilst the commercial break is airing, and therefore, they will see the ad.