<a href="javascript:void(0)" class="skip-091" style="display:none"><span>Skip ad in: </span> <span class="counter">5</span> seconds</a> <script> var countDown = function() { var ct = 5; var $elem = $(this); var display = function() { $elem.text(ct--); } var iv = setInterval(function() { display(); if (ct === 0) { clearInterval(iv); $('.skip-091').html('Skip Ad'); } }, 1000); display(); }; $(".counter").each(countDown); </script>