interesting ident/programme combo - itv1

Moya Brady (Robbie from the Bill) does a few Cadburys voiceovers as well.

Sport seems to escape these ad rules. I've seen the Jonny Wilkinson ads during the England games on numerous occassions. Also, I like the way Guiness appear to be creating their own sponsorship of the programmes with short ads appearing twice in most of the RWC breaks. I'm beginning to associate them more with ITV's coverage than Travelex (who also sponsor S4C's coverage!).

I've asked this before, but what time do sponsorship ads eat into? Does it count as part of the programme or part of the ads?