As the title suggests; has anyone else noticed the reduced times in TV1's advert times?

I have just watched Cold case from Sunday. And the times for the ads were around 1 minute 15-30 seconds. Even the weekday ads are shorter, by some 15-25 seconds. I know this because I have used an HTPC, with a 15 second button-press for over 2 years. I also think this happened the last weekend, but just put it down to the drink 

Is this the broascasters trying to work-around the issue of advert remote-bypassing? Or have they just woken up to the fact that if ads are of a reasonable duration (no more than 1.5 minutes, IMO) that people may just let them ride, & not remote past them?