It's is scientifically proven that watching ITV, 20% of the power goes in the advertising content.
There's a skip button on my ancient PVR which I do like. But for online catch-up viewing of Channel 4 and ITV there is of course no FF or skip button. I just find something else to do 'just like the old days' before VCRs/PVRs. Will admit though that a lot of web and phone ads are more intrusive/annoying. I boycott certain sites if they've gone beyond the pale.