 noitulovE was originally to have begun its run in September 2005 , but the <unk> was pushed back several weeks as post @-@ production took longer than anticipated . As had been the case with several earlier campaigns , the commercial was to air in several bursts , throughout 2005 and 2006 . <unk> were purchased in the commercial breaks of sports broadcasts , high @-@ budget television dramas and shows whose primary audience overlapped with the campaign 's target demographic of British males in the 24 – 35 age range . The first burst was commissioned to run from 3 October to 13 November 2005 , during programming such as the UEFA Champions League , Lost , Vincent , <unk> and Dec 's Saturday Night <unk> and terrestrial television screenings of Austin Powers : <unk> . 
