Abstract: A system and method for customizing an advertisement based on a surrounding broadcast are provided. A start of a new advertisement is detected (S2) and its characteristic data, including a video characteristic and/or an audio characteristic are extracted (S4). Also surrounding broadcast data, including the video characteristic and/or the audio characteristic of the surrounding broadcast are extracted (at S3). A replacement advertisement, may be selected (S7) based on a comparison (S6) of the surrounding broadcast data with advertisement characteristic of the new advertisement and of stored advertisements; and based on the surrounding broadcast data, the video characteristic and/or the audio characteristic of the replacement advertisement are customized (S8). The selecting of the replacement advertisement and customizing it are performed such that its characteristic data match most closely the surrounding broadcast data.