I second all the sentiments here.
What an absolute joke.
I was astonished when they cut away at the critical moment a few minutes from the end of that f1 race in 2005; after hours of build up, one of the most amazing televised finishes to an f1 race EVER, was replaced by an ad break:http://boakes.org/formula1-ad-boycott/
In that case Ofcom ruled they had breached the rules on advertising in sport: http://www.digitalspy.co.uk/broadcasting/a22709/126-viewers-complain-over-itv-f1-ad-break.html
Well in this case, could it be more clear cut that ITV have cheated their viewers? They cut away at the critical moment a few minutes from the end; after hours of build up, one of the most amazing finishes to a derby match EVER, was replace by an ad break. Sound familiar? Crazier still it's football for goodness sake! Do we have to spell it out that you don't put adverts on whilst the ball is in play?!
I call on ITV to demonstrate they are sorry, by removing ad breaks from the next big game they show, e.g. Spain v England a week tonight. If they do, I think Ofcom should wave the fine which must surely be on its way.