Commercial breaks lasting more than 20 minutes are prompting UAE television viewers to change channels. According to data from the Emirates Media Measurement Company (EMMC), the largest broadcasters are showing up to 76 commercials in a single break, prompting viewers to switch channels. The situation is raising concerns for the region's US$1 billion television advertising industry. 

"People leave during a long ad break," said Chris O'Hearn, EMMC's general manager. According to the EMMC, the longest single ad break observed  this month was 24 minutes and consisted of 76 individual commercials.

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