Admags or ad mags (short for Advertising magazines) were an early alternative to the commercial break in the 1950s and 1960s, broadcast on the new commercial network ITV in the United Kingdom. Beginning as a result of the Television Act 1954, and designed mainly to provide advertising space for smaller companies which couldn't afford slots during regular ad breaks, admags became popular in their own right. Each had a loose story format, much like a soap opera, with each episode featuring a collection of commercially available products.[1]