Viewers were surprised when they tuned into ITV on Friday afternoon, after the channel made a huge change to honour Prince Philip by scrapping all adverts.
On Friday lunchtime it was announced that the Duke of Edinburgh had died at the age of 99, with a statement from Buckingham Palace reading: "It is with deep sorrow that Her Majesty The Queen has announced the death of her beloved husband, His Royal Highness The Prince Philip, Duke of Edinburgh.
"His Royal Highness passed away peacefully this morning at Windsor Castle.”
This Morning was two hours in on ITV when news of The Duke's death broke, forcing presenters Eamonn Holmes and Ruth Langsford to bring the show to an abrupt end during an interview with Corrie actor Alan Halsall.
The husband and wife duo swiftly crossed to newsreader Lucrezia Millarini who confirmed Prince Philip had passed away, kicking off an ITV news special and forcing the immediate cancellation of Loose Women.
ITV's racing coverage from Aintree was also promptly moved to ITV4 as coverage focused on his death and the news broadcast continued throughout Friday afternoon, with one noticeable difference - there were no adverts at all.
Typically, during most ITV shows there are ad breaks every 15 minutes but these were absent as an array of different presenters took to the air to bring viewers rolling coverage of Prince Phillip's death.
Reacting to the move, one tweeted: "No adverts on ITV today," while another questioned: "are there no ads on ITV?"
Just like the BBC, ITV has made significant changes to its schedule for the rest of Friday for news coverage to continue, with Emmerdale and Coronation Street both cancelled.
Prince Philip: Fondly Remembered will air on the channel from 7-9pm and then documentary Prince Philip: A Royal Life at 9pm.
