40p is a small price to pay to avoid US TV hell
Seriously - 7mins of content followed by 7mins of adds is not unusual.
There's a reason people move to HBO and Netflix in the US - to avoid adverts. And they pay at least 40p per day to do so.
So to the curmudgeons on this thread who own a TV but claim never to use the BBC I say - tough s**t, its for the public good.