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June 12, 2008

ITV want more adverts


by David Allen

The management of ITV are calling for greater flexibility in the rules that govern advertising on TV.

At the moment there is a rule of twelve minutes of advertising in peak times, but this is as long as there is an average of seven minutes an hour throughout the day and eight minutes between the hours of 6 pm and 11 pm.

ITV maintain that they are not looking to increase the amount of advertising minutes.

They just want to be able to switch the advertising around from time to time, where they could maximise the earning potential of the different areas of viewing.

So when there is a popular show, like those on Saturday evenings, viewers could expect to see up to five breaks. But these could be shorter, and visa versa.

The problem that this could create is viewer backlash. ITV and regulator may feel that it is ok, but what about the viewers?

They are likely to switchover while the adverts are on and in some cases may just simply stay on the other side.

Story link: ITV want more adverts


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