This study explored the effect of programme content (sexual and non‐sexual) on the recall of sexual and non‐sexual advertisements. Seventy‐eight participants were allocated randomly to four different groups and viewed either a sexual or non‐sexual programme with either sexual or non‐sexual advertisements placed within. Free recall and cued recall of the advertisements were assessed. The sexual content of programmes impaired advertisement recall, for both free recall and cued recall. Furthermore, advertisements that were of a sexual nature were remembered better than neutral advertisements. There was also an interaction between advertisement type and gender; women remembered more sexual than non‐sexual advertisements, but this was not the case for men. Finally, there was an interaction between programme type and gender, with a marked tendency for men to recall fewer advertisements embedded in the sexual programme than women. Limitations and implications of this research are discussed.Copyright © 2017 John Wiley & Sons, Ltd.