It has been reported that both ITV and Channel 4 have been arguing for the maximum number of ads per hour limit to be lifted. Historically, the major UK broadcasters have operated at seven minutes per hour, rising to eight in primetime. Smaller broadcasters have been known to run to nine minutes, which is still way below the EU maximum of 20 percent, or 12 minutes per hour. In the United States, the figure varies by network but averages around the 12-minute mark.