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Adverts before show starts

Why has NowTV suddenly started showing adverts before a show starts. I've seen posts like this but they're all from a couple of years ago and don't seem to have an answer.

The reason I pay for the service is so that I can watch great shows without adverts. If NowTV have started making me watch adverts before I can watch a show I may as well pay for sky. 

I don't understand why it's only just started happening. I've had NowTV for over 6 months and not once seen an advert, then when I started watching game of thrones I started seeing adverts. It's now happening before every episode and I can't skip them, it's ridiculous really. 

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