Rome, June 23: Italian television could never be accused of being highbrow, but it's apparently become so tacky that most Italians would rather watch adverts, according to a new survey.
Almost two-thirds of Italians say adverts "are among the most entertaining things on TV" and a third say they would be "sad" if there were no adverts, a survey of 980 viewers aged between 25 and 55 showed.

The survey was conducted on behalf of media group Starcom MediaVest at the annual Cannes festival of advertising.

Respondents said adverts did much more than regular programming to create TV personalities and excitement, particularly those commercials that develop a story over time. Bureau Report