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Commercial Minutage For March 1993
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Today MediaTel re-introduces its month by month monitoring of commercial minutes sold, beginning with March (four weeks).
The main interest is of course with the performance of C4:
Daypart | Comm.Mins | Hours | Index* |
---|---|---|---|
0600-0930 | 602 | 98 | 88 |
0930-1230 | 288.5 | 84 | 49 |
1230-1730 | 961.5 | 140 | 98 |
1730-2000 | 556 | 70 | 113 |
2000-2300 | 657 | 84 | 112 |
2300-0600 | 798.5 | 99.8 | 114 |
Total C4 | 3878.5 | 575.9 | 96 |
Source: BARB/SP Consultants.
* Index based on 7 comm.mins/hr.
The official ITC ruling is that a maximum of 7.5 minutes of advertising can be shown in any one hour (an average of 7 minutes an hour over the day). The reason for C4’s higher index in the hours from 5.30pm to 6am is that it has secured the ITC’s permission to compensate for having to show two to three hours of ad-free educational programmes a day, by moving the lost 14 minutes per day to other dayparts.
Total minutage comparisons by station are available. Interestingly GMTV is selling close to maximum airtime despite its disappointing viewing figures compared with those for TV-am last year.