Think yourself lucky you don't live in Spain, where the TV has (seemingly) no rules on the amount of adverts...recently on a motorsport program, after watching a 5 bike dice for 20 laps, with leader changes on every lap, we went to the adverts with 2 laps to go...we didn't even get to see the end of the race and the ads. went on for nearly twenty minutes. At least ITV use the ad. time responsibly.
In answer to your question, give ITV (and any other TV stations) the same amount of money the BBC get (waste) and they wouldn't need to allow advertising on their programs.
The ads. pay for the programs and though I agree with you they are sometimes a nuisance, many of them are better than the programs. Cheers, Bob