In May 2005, viewers inundated the ASA with new complaints regarding the continuous airing of the latest Crazy Frog advertisements. The intensity of the advertising was unprecedented in British television history. According to "The Guardian", Jamster bought 73,716 spots across all TV channels in May alone — an average of nearly 2,378 slots daily — at a cost of about £8 million, just under half of which was spent on ITV. 87% of the population saw the Crazy Frog adverts an average of 26 times, 15% of the adverts appeared twice during the same advertising break and 66% were in consecutive ad breaks. An estimated 10% of the population saw the advert more than 60 times. This led to many members of the population finding the Crazy Frog, as its original name suggests, immensely irritating.