TV chiefs given OK to make ad breaks longer

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The advertising limit on TV in Europe is currently nine minutes although channels, ITV1, Channel 4 and Five choose to show only seven during the day.

But regulator Ofcom is set to review the advertising rules ahead of an EU directive later this year that will increase advert time on TV.

Ofcom spokesman Steve Roberts said a "significant relaxation will broadly benefit public service broadcasters", bringing in more money for the channels.

TV advertising in the UK is worth £3.47bn and a 30-second spot in a programme such as Coronation Street or during a big sports tournament can cost about £50,000.

The most likely outcome of the review will let the three main commercial channels show nine minutes an hour.

But TV insiders last night added that British audiences were unlikely to tolerate such lengthy breaks. A source said: "It risks making viewers sick of all the ads. There are only so many annoying plugs anyone can take."