Commercials: Keep the Consumer Informed VS. Waste Our Time

You come home from work. It is still too early to go to bed but you are tired. What do you do? Switch on the television, naturally. Ok, there is actually an interesting movie on. You have seen it before but, it was a nice movie and you would not mind watching it again. Besides, it is only supposed to last for an hour-and-a-half, which is great because then it will be late enough for you to go to bed.
You get involved in the movie and can’t wait for the current commercial to end. That is when it starts to tick you off. They always go to a commercial break at the peak of the action! Well, its not that bad - gives you time to go to the restroom, but still… Why do they have to show the most annoying commercial over and over, three or four times a break?
The next commercial shows some incredibly tasty burger and hunger hits you with all its glory. Should you pick up the phone and order out or just hop in the car to the nearest burger place? It only takes five minutes - you decide to...