Please Stop Showing Me the Same Ad

AdAge ran a mini-poll that asked "Do you think increasing repetition of TV spots is worsening the viewing experience?" 85% of those who answered said "Yes," with specific responses such as "If a product is forced on me too many times, I purposely do not buy that product or anything else from that company."

What no one happened to mention is why TV shows viewed online show you the same ad over and over and over. What is that about??

I am one of the many fans of Lipstick Jungle who watch the show on NBC.com rather than on television. This is such a common phenomenon that it's one of the reasons the show's been saved (so far) from the chopping block: each LJ episode picks up 50% more viewers when delayed viewing (including DVRs and online streaming) is factored in. 50! That's huge.

These are viewers, like me, who have to go out of our way to go to the website, find the show, find the specific link... This is hardcore intent we're talking about here, with viewers at full attention. So what could possibly be the reason to show the same Dove commercial during each and every commercial break? Or the same car commercial? Even if a brand buys the whole episode online, please show 3 different ads!

I find this quite odd. As a consumer, it's so boring that I look away from the screen and hit the "Mute" button after I see the commercial the first time. As a marketer, all I see is the lost opportunity and (what I think are) wasted dollars.