Downton Abbey fans unimpressed by Kindle sponsorship adverts

Fans claimed the new adverts 'killed the magic' of the period drama

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The Independent Culture

Downton Abbey would not have burned down if Lady Edith had thrown a Kindle into the fire in last night’s episode, or at least that’s what the drama’s new sponsor might have you believe.

Fans of the period drama vented their anger at the new Kindle sponsorship during last night’s opening episode, claiming the adverts were “killing the magic” of the series.

The adverts, which showed members of the cast reading their Kindles on the set during breaks from filming, drew criticism on Twitter for suspending belief in the drama.

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Viewers were also quick to point out that the new sponsorship deal did not fit with the plotline, which saw members of the household – most notably Mr Carson – unable to deal with changes in modern technology and social conventions.

But the Kindle sponsorship came under the most scrutiny when Downton Abbey went up in flames after Lady Edith threw her paperback into the fire as fans began to question whether the plot line served as subtle product placement.

Downton Abbey received its lowest ratings for an opening episode last night since the series began in 2010.

The return of the period drama to ITV drew an average audience of 8.43 million, compared with 7.69 million in 2010.


The drama attracted its highest ever audience for an opening episode in 2013 when 9.51 million tuned in to be reunited with the Grantham family.

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