CBS is one of the nation’s biggest sellers of ad inventory. But a lot of digital video viewers hate ads — which the company just acknowledged by introducing a commercial-free version of its CBS All Access subscription streaming service.

Customers can pay $9.99 a month to watch the on-demand content without commercials. Or they can go with the current offering, with ads, for $5.99.

The live-streams from local CBS stations, available in 150 markets, will continue to have the same commercials seen by those who watch over-the-air. Those going with the higher priced ad-free option also will see “promotional interruptions” in “select on-demand shows,” the company says.

Still, the new plan “gives our subscribers even more ways to customize their CBS viewing experience – from which devices to whether they watch in or out of the home, and now with commercials or without,” says CBS Interactive President Marc DeBevoise.

He had said that CBS was “toying with a commercial free option” when he met this month with TV journalists at the TCA conference.

CBS All Access hopes to see a spike in sign ups when it introduces a new Star Trek series and a spin off of The Good Wife.

The service is introducing its ad-free option nearly a year after Hulu — backed by Comcast, Disney, Fox, and Time Warner — made a similar move. It now charges $11.99 a month for the no-commercials option, and $7.99 for what it describes as “limited commercials.”