well in case you guys haven't noticed, ads are becoming more and more prevalent with on demand content as well.
try streaming a video off any mainstream site (youtube, yahoo, etc) and see how many times it goes straight to video. these days it's not often.
and it's only gonna get worse. it started as maybe a 15 second ad you could skip, now sometimes you get like a 30-40 second ad that you CAN'T skip. and as streaming becomes the norm, of course the ad companies are gonna look to make up that revenue. so whose to say in 5 years we won't have 4-5 minute long ad breaks just like we have now.