According to a report in Marketing Week, the IPA is asking ISBA to resist the campaign for increased commercial minutage because it poses a threat to Channel 5.
In a letter leaked to the magazine the IPA says that changes in the airtime market could prejudice C5’s “chances of survival” as a competitor to ITV and Channel 4. The IPA overall however does support a controlled increase in minutage provided this does not lead to clutter and reduce ad effectiveness.
ISBA has long pushed for an increase in minutage from seven minutes in the hour to around twelve.
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