Design - Screen Tempo

BBC One used this advert to create the tempo for the England match which was going to be played next on the channel. This advert had a fast tempo to it to match what was about to come on for the viewers which is very important as the majority of viewers would've been having a drink to celebrate England playing so they would've been in the pub and this matched the tempo. 

On the otherhand if ITV was about to screen Downton Abbey the temp of their ident would've been a lot slower because it is a very slow paced show.