With the recent launch of another streaming service in the form of Disney+, perhaps it’s not surprising that a relatively senior creative recently informed me that “TV advertising has had its day”.

So, in order that we can all make more informed judgements, please join me as I shatter some common myths about the big glowing box in our homes.

Myth 1: TV watching is in decline.

Fact: Total TV viewing has been very stable at around 3hours 40 mins a day for the past 10 years.

8. I spent half an hour trying to open a jar of pickles using boxing gloves to understand the struggle of living with arthritis.

9. I Interviewed an elderly lady at a car dealership in Derby about car servicing. She was absolutely chuffed to get a £25 gift card and only too happy to tell it like it is, praising the former team and slagging off the current staff to their faces.

10. I talked to menopausal women about their vaginas.

11. I spent a whole week living in a hotel in Illinois, doing 2-hour in-depth interviews with people about their portable speakers and soundbars, and what they’d improve about them. The hotel was in a sprawling commercial wasteland. It took 25 minutes of walking along highways to get anywhere. I was with a colleague who got sick. So I basically lived a solo life in the hotel, using the gym and making trips to Whole Foods to avoid going mental.

12. I’ve met the man at FMCG company who invented a new technology” which is basically a cotton-based product that is flexible and 10x as absorbent than other pad materials. He’s white-haired and has his own lab…he’s an institution at the company, been working tirelessly to innovate pad products for over 30 years.

13. I flew to the middle of the Amazon jungle on a non-commercial flight to learn how to extract petroleum from the forest soil in an “environmentally friendly way”.