Sometimes the war between the TV networks is so intense, the viewers must feel a little rude to interrupt.
Dr Mumbo finds the promotional battle between Seven and Ten particularly entertaining at present.
Take Seven’s current push. The network is going hard – with a full page ad in today’s tabloids for The X Factor – against the precise moment that Ten’s heavily promoted new show Don’t Tell The Bride goes to air on Monday night.
But it’s not going all Seven’s way. Ten has cheekily bought pre-roll advertising for Don’t Tell The Bride on Seven’s YouTube channel for The X Factor.