As if three ad breaks per hour long show wasn’t bad enough, TV watchdog, OFCOM are considering changing legislation so that more frequent ad breaks can be introduced.

They are also suggesting that there would be an end to the rules which forbid advertising breaks in religious programmes or documentaries that last less than half an hour.

Ofcom said: “Many of the restrictions on advertising in particular kinds of programme (eg documentaries with a religious theme) reflect the social attitudes prevailing more than 60 years ago. Because these rules make it less profitable to show these programmes, particularly during peak viewing hours, they may even discourage broadcasters from making or acquiring such programmes.”

It added: “Over the past few years, the cost of advertising time on television has fallen.

“That means that some TV channels have less money than they used to, which could affect the range, quality and repeat rate of the programmes they can afford to show.”