Advertising when the market is down big

I've noticed that the advertising on CNBC is very different during the last half hour on days when the market is up than on days when it is down.

When it is up, Schwab, ETrade and Ameritrade are the big advertisers during the last half hour. These guys pull their advertising when it is down, and CNBC then switches over to more appropriate advertising - Ambien (so you can sleep), Priceline and car services (so you can get away from this misery), and things like GoToMeeting and Vonage (alternatives to spending money that you just lost).

The one service that seems to advertising in both good markets and in bad markets during the last half hour is mortgage and remortgaging services (Ditech, Countrywide, etc.). Given the disaster that mortgages have caused for individuals, and now probably for the broader market, it seems to me that these services should have already pulled their silly ads from CNBC!