UK: IPA Criticises Ad Inflation

The Institute of Practitioners in Advertising (IPA) has complained to the UK government about TV advertising costs and the role of the BBC, the state-funded broadcaster. The IPA says that it filed a report in January with the Department of National Heritage – which has overall responsibility for broadcasting – arguing that advertising costs on British TV have risen by 29% since 1992, compared with an increase of just 11% in the retail price index over the same period. For 1996, the report states, the increase in TV advertising costs is likely to be 8%, against a retail price increase of 2.5%.