The paper reviews work connecting aspects of the response to TV advertising to the surrounding programme context. New results from the UK are presented suggesting that there is little variation in absence during breaks among the stable viewing audience, by type of break or programme. Most available studies suggest a link between attitude to programme, behaviour in the break and recall. This may reflect different groups rather than different states of the individual. A within individuals observation study is suggested as necessary to move this finding towards actionability. There seems to be no evidence of a carry- over of mood or authority effects from programmes to advertising and it is suggested that television may differ from print media in this way because of a greater separation of advertising from editorial.