The Surprising Reason ITV Is Skipping Ad Breaks During World Cup Hydration Halts Revealed
Instead, ITV have tended to use the opportunity to throw back to their studio pundits for a quick bit of insight.
That is not an act of generosity to the viewer, though: ITV couldn’t show extra adverts if they wanted to.
The reason is that Ofcom rules stipulate that ITV1, along with Channel 4 and Five, are limited to a maximum of 168 minutes of adverts per day.
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