Ever since TVs came with remotes, I have always muted the thing as the adverts start and turned it back on when the programme restarts. Nowadays, thanks to hard-drive recorders, there is almost nothing I watch as it is broadcast either, if it is from a channel with adverts. Instead I tend to record it and watch next days fastforwarding through the adverts.

So the only adverts I am really inflicted with these days are at the cinema. Even so, I've somehow been 'go-compare'-ed.