Ofcom May Change Peak Ad Time Rules

Ofcom has launched a consultation on changes to TV advertising regulations, with the possibility of boosting the amount of TV advertising around peak-time shows.

Television channels, including ITV, could be allowed to show an extra 20 minutes of adverts during some mass-audience shows, such as The X Factor, if the regulator agrees.

If Ofcom favours this particular option, the total weekly average of peak time ad minutes, which currently stands at 40 minutes each evening between 6pm and 11pm, would stay the same.

However, channels would have the option of cutting back on advertising during lower-ratings nights, allowing up to 60 minutes of adverts on popular Saturday and Sunday nights.

The changes could boost TV ad revenue by as much as £85 million per year; with Ofcom estimating an extra £40 million a year for public service broadcasters including Channel 4.

Ofcom has outlined three options for the second stage of its review, which involves examining rules on the total amount of TV advertising, the number and length of commercial breaks and peak-time ad limits.

Current Ofcom rules only allow PSBs, including ITV1, Channel 4, Channel Five and S4C, to run an average of seven minutes of ads an hour throughout the day.

Non-PSBs and digital channels can air up to nine minutes an hour of TV ads on average per day.

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