Sunday night television viewing is traditionally full of cosy feel good programmes that rarely challenge your brain before going back to work on Monday.Downton Abbey a period costume drama is typical Sunday mass market viewing, and the second series began on Sunday.
So when insurer Aviva introduced a bold advert that featured a motorcycle crash, some viewers used Twitter to complain.
The typical Downton Abbey viewer is not likely to ride a motorcycle, and quite a few will regard all motorcyclists as a nuisance.
All advertisers want to get audience response, but in hindsight, perhaps the placement of this particular advert was unwise as someone has probably just looked at audience figures rather than thinking it through and working out who the typical viewer is.
An advert for income protection showed a motorbike accident and how income protection insurance can safeguard a standard of living if you are unable to work due to an accident.
Many of the Twitter comments were typical 'outraged Telegraph reader‘ outpourings such as saying they would never ever buy another Aviva product.
Many annoyed viewers are retired, so do not need income protection. And it is a fairly safe guess that few of them ride a motorcycle.
So great publicity for Aviva, if not great marketing judgment.
Income protection insurance news: 21 September 2011