Let's be honest. Who really enjoys the four or five ad breaks that interrupt every TV show? One of the best things about watching television on this app, is that you don't have to sit through them. They are all conveniently cut out so the time spent in front of your iPhone is lessened.
Another great feature of the app is that the length of each show, minus the ad breaks, is listed with each episode. This comes in useful if you only have a limited amount of free time. There is nothing more irritating than getting engrossed in a thrilling scene, only to find that you don't have enough time to finish it all. Of course, you can come back to it later, but it's never quite the same once you've taken a break.
When you watch television, there will often be warnings announced if the show features strong language or excessive violence. The ITV Player app includes this feature in the form of a small pop-up, letting you know that what you have chosen to watch has something in it which may be unsuitable for certain age groups. This is very useful, and can prevent you from settling down to watch a seemingly harmless comedy with your child, only to find it is filled with sexual references and violence.
My final pro is that they have an excellent FAQ section, and contact details if you need further information from them. Very few iPhone apps take the time to give such in depth information, and this often leads to low ratings within the iTunes store. Having this handy contact section built in lowers the need for angry users to give unnecessary low ratings and damage the reputation of the app.