In the UK, channels are regulated by the Independent Television Commission as to how many minutes of advertising they can offer each day. The main terrestrial channels, Channel 5, ITV, Channel 4 can not have more than 12 minutes of advertising per hour and I think that cable and satellite channels can have slightly more advertising minutes per hour. So there hasn't been any increase in ad' time recently, although the advertisers and channel operators are lobbying the ITC to increase their advertising airtime.