Virgin Media interrupts ad breaks

Virgin Media is taking over the ad breaks during ITV1’s coverage of The Brits tonight (21 February) to highlight the benefits of watching TV online using its “super fast” broadband.

Virgin buffer

The broadband provider will “interrupt” ads from other advertisers including Yeo Valley and Citroen, with the online buffering wheel commonly seen when viewers watch TV online using slow internet connections.

Viewers will see the first few seconds of the Yeo Valley or Citroen ad, which will then freeze and be replaced by the buffering wheel while Virgin Media asks viewers why they put up with buffering online when they would not accept it on TV.

Jeff Dodds, executive director of brand and marketing communications at Virgin Media, says: “The unexpected interruption to primetime TV brings home the message that viewers shouldn’t settle for buffering on TV or online. More and more people are watching content online, from BBC iPlayer to LoveFilm and YouTube, and they deserve a great viewing experience every time.”

Virgin Media is currently doubling the broadband speeds of more than four million of its customers’ homes and hopes to boost its top speed to 120MB in line with its aim to be the fastest broadband provider in the UK.

It is currently running an ad campaign featuring sprinter Usain Bolt masquerading as Virgin boss Sir Richard Branson to promote its broadband speeds.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here