Groundhog Day: repeating joke flops

I'm sorry I missed this, but apparently Five accompanied a screening of Groundhog Day by showing the exact same adverts during every commercial break, echoing the movie's theme of repetition. Unfortunately, the joke went over some viewer's heads, as they received complaints like: "I think there's been some technical mistake. Can you let somebody know that the same ads are being repeated during each ad break?", and "I enjoy the movie you have on but I'm confused that there doesn't seem to be any variation in the ads."