Ofcom Could Increase TV Ad Minutes

Ofcom could increase the amount of advertising terrestrial broadcasters are permitted to show by as much as two thirds.

The regulator is understood to be considering increasing the current limit of seven minutes an hour to as much as 12 minutes, according to reports.

Such a change would allow ITV, Channel 4 and Five to earn far more in extra advertising revenues, with ITV1 able to place an additional five minutes around its primetime soaps.

The Ofcom review, which is currently being carried out, comes as the EU prepares to launch its own directive later in the year, with most indications pointing to an increase in advertising airtime.

The EU currently airs nine minutes of advertising every hour, whilst US television airs 13 minutes of ads each hour, almost double that aired in the UK.

Last January Ofcom ruled out any change that would have allowed terrestrial broadcasters to increase their ad minutes to the same number as the UK’s digital broadcasters, who can air nine minutes per hour.

Ofcom: 020 7981 3040 www.ofcom.org.uk