ITV you get 4 minutes of of advertising then back to program if you watch something on sky its same thing. Personally me and my family just press pause button go get a drink come back and watch tv.
Let me put it another way let’s say bbc came out and said we will add adverts but in return we will air all your local football games on a new bbc football channel as well as a second new channel that has all your favourite non bbc made shows on? Would you accept adverts then if it meant the quality of tv improved? Or would you rarther pay for something you don’t watch?