The IPA Joins ISBA’s Extra Minutage Campaign

The IPA has come out in support of the ISBA proposal to the ITC for an increase in advertising minutage *ISBA Calls For More Ad Time. The IPA supports a move to permit an additional half minute of advertising, making 8 minutes average peak and 7.5 minutes average total.

If this proposal was approved by the ITC, the IPA wants to run a research programme, in collaboration with ISBA, to review and monitor the effects of the change on communication effectiveness. As part of this review process, the IPA would like the terrestrial broadcasters to make programme production data available to the industry.

Commenting on the proposals, Nick Philips, director of the IPA, said: “We share client’s concern about continuing media inflation and declining ITV audiences. We support a controlled increase in TV minutage, provided that it is proven to have no adverse effect on communication effectiveness. We see the minutage move as part of a broader programme to increase commercial audiences by keeping the BBC within its extending choice remit, by encouraging ITV commitment of funds and creativity to producing programmes of diverse appeal, and by supporting ITV moves to remove unnecessary ITC scheduling restrictions.”

The ITC is considering the proposals, but has not yet reached a decision on the action that it is likely to take.

*Subscribers only

IPA: 0171 235 7020