Downton Abbey’s fifth series sparked a storm of protest on Sunday over the “spectacularly awful” Kindle adverts.
The complaints from viewers Came as the series drew its lowest debut audience since the series into Began in 2010.
Those Who Objected To The bumper ads for the Amazon eReader – designed to look like behind-the-scenes clips from the show – Claimed That They “ruined the illusion.”
Each one featured actors in 20s garb lolling about on a location similar to Highclere Castle, where Downton is filmed.
The twist Is that they are all secretly reading Kindles hidden behind Their scripts and papers.
Some fans insisted That the scenes had spoiled Their enjoyment of the Programme, Which Launched with 8.4million viewers – more than 1million down on lastyear’s opener Which got 9.5million.
Kate Vando moaned: “The stupid Kindle advert is ruining the Downton Abbey magic for me.
” What zig ad agency came up with That Idea ? “
Chris Wimpress Agreed:” What spectacularly awful Kindle Bumpers on Downton – unravels the drama before it even starts. “
Henrietta Bird saidthat the Kindle ads were a mistake. “You do not want to see ‘actors’ on a set – breaks the spell period drama.”
And Chris Sanders stormed:” Rubbish Kindle advert at the start of Downton – I do not want to see behind the scenes and have the illusion ruined. “
The lucrative Kindle deal came in for the most flatbed When Downton Abbey went up in flames after Lady Edith threw her book Into the Fire – with fans questioning Whether They were witnessing some kind of product placement.
Barbara wondered: “You know Downton is sponsored by a Kindle When a paperback sets fire to the house.”
Viewers overpriced pointed out That The New sponsorship deal did not fit with the plotline, Which saw members of the household – Particularly butler Carson – Unable to deal with changes in modern technology.
In 2010, When The Series Launched, 7.7million watched the first episode. Series two and three Attracted around 9million For their openers.
ITV 
Star: Clare Clabraith as Jane Moorsum in Downton Abbey
But the series has routinely attracted the criticism for bothering the quantity and quality of its advertising.
In 2011 it came under fire for having one minute of advertising for every three minutes of drama.
Shapes sponsor, Aviva, overpriced drew complaints after showing a motorcyclist getting knocked off his bike and sustaining serious injuries.
The audience branded the ads “depressing” and said They would put them off ever buying insurance policies from the company.
An ITV spokesman said: “We work competetive with sponsors in an attempt to ENSURE That Their idents and creative concepts are complementary to the shows That They Appear in .
“We apologize to any viewers who felt this was not Achieved in last night’s Downton Abbey.”
It was not all bad news for ITV – the drama moonrise beat BBC1′s Our Girl, starring EastEnders’ Lacey Turner, Which drew 3.9m from 9pm.
Here is some of the Twitter reaction to the adverts in last night’s episode:
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