From the who-thought-this-was-a-good-idea department:

The advert for its new drama “Brotherhood” will show a single image on the screen for the entire 30-second slot, and therefore retain its “sales message” when viewed even at the 12-times speeds enabled by Sky and other digital recorders, also known as personal video recorders, or PVRs.

Making an advert unbearably boring for the vast majority of viewers to enhance the experience for a small minority will just drive more people into the arms of PVRs.