The Time (Bros album)

[2] Mike Soutar of Smash Hits recognised the duo's talent and stated that their playing had become more accomplished and that their sound was "more mature" compared with debut album Push.

"[8] In NME, Simon Williams stated that "the most astonishing fact is that the boys have social consciences" and that "the messages are delivered in a trite manner, but their earnestness can't be denied".

His conclusion about the album was that "it's difficult to see its appeal: while remaining distinctly juvenile, by losing its predecessor's essential innocence, it's a little too, er, challenging for [the US's] established market".

[6] Self-confessed "Bros apologist" Andy Ross of Sounds was disappointed with the album, calling the songs "well-above-average pop" but that "the major criticism is that the material is polished to the extent of losing all character ...

However, he criticised the "dire Stevie Wonder imitations" and the "lyrical naïvety", with the exception of "Sister", and said that "Bros should credit their fans with a bit more upstairs before they are outgrown by the very people who made them famous.