I watched an old Rock Follies which was screened by ITV, it was a hour long show and after the adverts were removed it was 52 minutes back in 1976,these days they stick around 16 minutes of adverts per hour,and the ITV soaps manage to chop out 10 mins for adverts in a 30 minute show,so 20 mins in 1 hour,I know it is not as bad as some US tv channels but it is heading that way