Fitness magazine banner? I don't even seem to see that. For me, the only ads I can see are the one at the bottom, and the text ones underneath the forums, which I just ignore. If there is anything else, I don't see it - my guess is because I'm using a pop-up blocker/ad-blocker.
So there is a certain amount of control in how many adds we see I guess. Sunflower's right though - it's irritating, but not the end of the world. And it keeps the forum free for everybody, which is the main thing as far as I am concerned.