ITV viewers were left fuming during Wednesday night's National TV Awards broadcast as the ceremony was repeatedly interrupted by what many described as "excruciatingly long" and poorly timed advertisement breaks.
The live event, hosted by Joel Dommett, saw winners including Sarah Lancashire and Ant and Dec collect their awards, but the celebrations were consistently undermined by commercial interruptions that disrupted the flow of the show.
Social Media Erupts Over Advertising Overload
Frustrated viewers took to X (formerly Twitter) in their droves to complain about the frequency and duration of the ad breaks, with many noting they occurred at particularly inopportune moments.
"The ad breaks are longer than the actual show!" wrote one exasperated viewer, while another added: "Who's organising these ad breaks? They're cutting off acceptance speeches and coming back to people mid-conversation."
Many noted the repetitive nature of the commercials, with the same advertisements for companies like WeBuyAnyCar and Nutella appearing multiple times throughout the evening, adding to the frustration.
Technical Troubles Compound Viewer Frustration
Beyond the advertising issues, technical problems further marred the viewing experience. During one segment, the sound completely cut out while This Morning's Dermot O'Leary was speaking, leaving viewers watching in silence.
The production quality was also called into question, with several viewers commenting on the poor camera work and awkward transitions between segments.
Winners Overshadowed by Broadcast Issues
Despite notable wins for popular programmes and personalities, including Ant and Dec's 23rd consecutive win for Best Presenter, the conversation online largely centred on the poor broadcast experience rather than the achievements being celebrated.
The overwhelming consensus among viewers was that the constant commercial interruptions significantly detracted from what should have been a celebration of British television excellence.
