The corrections of the reporter cannot override the visual and verbal power of the ad. In effect, airing ads full screen in news provides candidates with free news time. To minimize this problem, box the ad in a television screen, provide visual cues that this is an adwatch, print corrections that reinforce the reporter's words on the screen over the boxed ad, and recap the key ideas offered by the reporter. The ad should be interrupted by the analysis. It should not play continously.
Continuous play increases the impact of the ad itself.
Adwatches following this structure increase the likelihood that viewers will understand and accept the corrections or comments offered by the reporter. Adwatches should include full text and still frame images from the ad to help audiences tie the critique to the ad. This technique is important because visual elements, or the juxtaposition of the verbal and the visual, can be misleading. The superior audio quality, use of music in ads and the absence of a visual means of correction make radio adwatching particularly challenging. Interrupting the ad and fading it under the reporter's voice increase the corrective power of the reporter.