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Video Storyboard Tests finds a significant decline between 1984 and 1992 in the percentage of people who say TV commercials insult their intelligence. In 1984, 32.5% of viewers surveyed said TV spots insult their intelligence. The figure has fallen fairly steadily since then (apart from an upward blip attributed to the ’88 elections) and stood at a mere 26.2% in 1992. Some people probably claim their intelligence is insulted even when it isn’t, simply as a way of asserting they’ve got some intelligence, in which case even the declining percentages are artificially high.
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