It's not an ad-free service it's an ad skipping service that allows you to fast forward ads on content that is:
cloud recorded
On ItV X app
On the Channel 4 app
On the My5 app
On Skys on-demand service (for content broadcast on one of the Sky branded channels).
Shows being viewed on any other app cannot have the ads fast forwarded the only way to remove the ads from those is to subscribe to the premium ad free tiers (Netflix, Disney etc).
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