An interesting thing, bert, is that many ad agencies don't like the fourth commercial either. TV stations are trying to get permission to extend commercial time per hour but ad agencies are disagreeing as they say that it overloads the viewer and the ads become less effective. The commercial doppler effect exists as it means that people have lots of time at the beginning of the show to become comfortable and get interested in the program. Then when they are securely hooked they load in more ads. I don't watch television anymore I just rent videos.