The Eighth Man: A report in the U.K.’s Guardian (registration required) reveals that only one in eight Brits agree that “the commercials shown on ITV are truthful and accurate.”

Full credit to ITV—Britain’s independent, ie advertiser supported, TV company—for releasing the study, and for trying to put the best possible spin on it, which is that since only a third disagreed with that statement (the remainder were neutral), about 60 percent were either positive or neutral. And of course, it’s quite possible that even people who say they find advertising incredible are influenced by it.

Meanwhile, advertisers are desperately chasing that gullible eighth consumer.