PS3 UK Ads

Has anyone noticed the extreme increase in PS3 ads for the UK? Iv'e seen the Motorstorm one like 6 times today and the "This Is Living" one about 3.

What's it like around the rest of Europe? 

I'm here in Austria. There has been a feature at MTV Germany about the PS3, but the only commercial referring Videogames on TV is one for the Wii and for Singstar for PS2. In Radio there is a commercial for the X360 (from a retailer). And few advertistments for the PS3 via mail. But actually i'm happy that they don't play the TV trailer for PS3, in my opinion it's crap. The Wii trailer appeals much more to me.