Spotted in the middle of Stockholm.
I was amused by the idea of getting to know how much money I was encouraged to spend while watching an average program on Swedish TV - so I wrote down some simplified numbers and got the answer:
447,169 SEK during ONE HOUR.
As a Grey's anatomy viewer, I was encouraged/suggested/tempted to buy items and other stuff for roughly 150,000 crowns per commercial break or roughly 4,000 SEK if I exclude the suggested purchase of cars*.
Out of totally 37 commercials, I found that 3 products were of interest to me (in a non-artistic way): the services of Netflix [the "legal Pirate Bay"] that offered a month of free membership, the campaign Panta Mera which encourages people to recycle more bottles and the service/product iZettle, that makes it possible to shop in stores with a phone or a tablet.
There figurated quite a few medications - Bafucin, Nicovel, Alvedon and Coldy [the other ads had rather diversed themes]. About eight ads targeted solely a female audience [like L'Oreal's new mascara (I am amazed each time a new name of this product is introduced. As a writer said, the only thing left to make an ad about is the sound the lashes make during one blink)]; the corresponding number for men was not as clear, but they were definetely fewer. The ads for Storck's Toffee and Nutella were the only ads that targeted the whole family; the Alvedon ad targeted the family too, but not as perfectly clear.
Let us assume that "Grey's anatomy" is a program that attracts more female viewers than say, Top Gear which is about cars [but Gosh I love that show, it is really entertaining]. Let us also assume that some ads are not targeting these specific groups depending on which program/show they accompany (usually, that costs extra money). Furthermore, let us assume that it does not matter which day these programs are mounted, or what time of the day, or if the viewer follow these programs on a regular basis or not. By this, we are making any day equally representative.
During one hour, a "Top Gear" viewer is encouraged/tempted/suggested to spend 366,903 SEK.
Then it hit me: I should find out how many ads I am exposed to during a DAY, no matter where I go.
The simple answer is: 2,564 SEK if I just go for a walk and take the subway to buy food - not counting in that I watched TV and read the newspaper.
It is of course hard to draw a line between what an ad is and what is not, and how much it is all actually worth. Is it an ad when a restaurant displays its menu outdoors, or just a time saving tool and information combined? The aeroplane that flew by with a floating banner attached to it was implicating that an event would happen soon - so is it only the ticket price of this event that I should be counting in? And how do I deal with invitations to visit a webpage - should I take the mean value of the most expensive item and the most cheap one combined on that page or call the company an ask for the standard figure of an average sale?
In this simplified study, I decided to ignore - for example - company names on buildings that are static (except for when it is repeated muliple times and there also is a website address beneath), but not cars with company names that pass by. I really wanted to make a try to include all the ads I am exposed to, though - even subconsciously, but ended up forgetting many, many times that I was "hunting ads" when taking my usual route to the usual places. I am far too used to the exposure and usually ignore most of them. It is like trying to remember a specific tree when walking in a forest.
*[I estimated a mean value for the items which were not displayed with a price after having visited the products' site. I accounted for the discount that was offered, and counted the same ad that appeared several times during the commercial breaks as a new ad each time].
Notably, there is no doubt that there is a correlation between what I fancy at the moment and what the current fashion is, be it clothes or gadgets - and do I want something else, it is hard to find.