Actually this article (which I didn't read carefully enough the first time) says the free ad-supported option won't be available all the time.
Speculating now, but sounds like it might be a bit like grabaseat or 1-day. I hope that doesn't mean a limited number of downloads before it's "sold out" - but this seems to be a distinct possibility since Cadbury would actually have to pay for the downloads on behalf of viewers.
Fingers by the buzzers folks...
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