Ofcom considers relaxing advert limits for ITV, Channel 4 and Channel 5 over fears of streamers
It’s the biggest TV turn-off when an advert interrupts your favourite programme – yet soon bosses may be allowed to show us even more commercials.
Watchdog Ofcom is consulting on relaxing guidelines limiting the amount of adverts on public service broadcasters (PSBs) such as ITV, Channel 4 and Channel 5.
It is feared they will no longer be able to compete with advert-free streaming services such as Netflix unless they generate more money.
But advertising agency chief Ed Feast is worried more viewers will simply reach for the off button if they feel swamped by commercials. ‘Any change in service will have a knock-on effect and push some people away,’ he said.
Rules made 30 years ago restrict the likes of ITV to an average of seven minutes of adverts an hour across the broadcasting day.
That figure rises to an average of eight minutes between the prime hours of 6pm and 11pm.
Ofcom is consulting on whether PSB stations such as ITV should be subject to more liberal rules governing non-PSB channels such as E4.
It is feared public service broadcasters (PSBs) will no longer be able to compete with advert-free streaming services such as Netflix unless they generate more money. (File image)
Rules made 30 years ago restrict the likes of ITV to an average of seven minutes of adverts an hour across the broadcasting day. Ofcom is debating whether to relax these guidelines
These stations can show an average of 12 minutes of advertising and teleshopping every hour.
Ofcom is also investigating whether PSBs should be allowed to show more frequent and longer advert breaks within any new limit on the amount of advertising minutes per hour.
Some in the TV industry are desperate for a change, with the cost of making programmes such as high-end dramas rocketing. Yet many in the advertising industry, who might have been expected to welcome the Ofcom review, are more cautious.
They believe simply increasing the number of commercials won’t mean advertisers reach more people – they will just be seen by the same people more often.
Ed Feast, Director of Planning for All Response Media, one of the world’s most successful marketing and advertising agencies, said: ‘The challenge is achieving the balance between the experience of the viewer and the needs of the advertiser.’
Ofcom is now consulting broadcasters, production companies and advertising agencies. An ITV spokesperson said: ‘We will respond to the consultation in due course.’
Channel 4 said it ‘was considering a response’. Channel 5 added that it was considering whether to make a submission.
Ofcom said: ‘We’re not consulting on firm proposals at present. We are seeking initial views on the arguments for removing the stricter rules.’
