Star Sports — Ads in the middle of F1 Grand Prix telecast

I don't get the point of showing advertisements in the middle of a live race.
It's not even that the advertisements are short... We are shown 4 to 5 advertisements consecutively, which amounts to 2 or even 3 laps of the race. I understand that adverts from the broadcast sponsors is what makes the channel money but one must also think about the viewers. Nothing is more irritating than having a series of advertisements shoved into your face just when something interesting is about to happen.
I wouldn't mind the advertisements if they were during yellow or red flags, but having advertisements shown when the cars are still racing is just disappointing.

Thank you.