Dancing On Ice viewers have joked that the show should be renamed "Adverts On Ice" because of the huge number of breaks in each episode.
People have long been complaining about the volume of adverts in prime time shows, but fans of the skating contest feel that this year's balance has tipped too far.
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In fact, many of those complaining joked that the skating was interrupting their enjoyment of the adverts as they noted the number of commercial breaks in Sunday's episode.
One viewer tweeted: "They ought to rename this program Adverts on Ice!!"
Someone else joked: "Everyone enjoying itvs adverts this year? Sorry I mean dancing on Ice"
Another viewer wrote: "#DancingOnIce really enjoying the adverts tonight,I’d give them a 7.5."
The ad break issue was a common gripe with viewers, who claimed there were adverts being shown after every skate.
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One viewer joked: "Do you know what this series of #DancingOnIce needs? More adverts."
Someone else tweeted: "Wish #DancingOnIce was on the BBC. All this ice dancing in between the adverts is getting on my nerves."
Another person added: "The skating is ruining my enjoyment of all the adverts."
Others even switched off, with some commenting that the amount of cheering was too much to listen to: "Turned off, too many adverts too much noise!"
One viewer shared the tip: "It’s not worth watching #DancingOnIce live. You can watch it within 20 mins if you fast forward through the hundreds of adverts and chat after the dances."
John Fashanu and his skating partner Alexandra Schauman became the first couple voted out of this year's contest on Sunday night after a skate off against Ekin-Su Culculoglu and Brendyn Hatfield.
Meanwhile, Carley Stenson and Mark Hanretty soared to the top of the series leaderboard with 32 points for their first performance.
Dancing On Ice continues on Sundays on ITV1.