The study found viewers were less likely to remember ads when they were shown around films and TV programmes with explicit sexual or violent content and more likely to remember them during more family friendly material.
Violence had an even more negative effect, and brands advertised during programmes or films in this genre were remembered less often, evaluated less favourably and less likely to be bought than products plugged alongside other media.
This could have a devastating effect on advertising revenue for Game of Thrones, or Vikings.)