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"TV ad breaks could get longer as rules are reviewed" - TIGHazard - 30-06-2022
Sorry if this is the wrong sub-forum, but it looks like Ofcom is looking into possibly making advert breaks longer on channels 3 and 5.
https://www.bbc.co.uk/news/uk-61997064
RE: "TV ad breaks could get longer as rules are reviewed" - TJTSW - 30-06-2022
What the hell? Itv are a nightmare when it comes to tv adverts a few weeks ago I was bed bound and so watch a lot of itv daytime GMB through to This Morning, if it wasn’t adverts after everytime they did an interview it would be a competition inserted in,
GMB isn’t too bad from 6 till about 6.40 but you got the waffle from the presenters at the start before they even talk about the headline news, then as the show goes on more adverts creep In
Lorraine is just as bad she will do one interview and maybe a vt piece, then that annoying competition will creep in then adverts
As for this Morning, is there any point of Phil and Holly presenting? As they will do an interview then straight into a break sometimes they may do two segments but it’s really annoying,
And why itv boasted earlier this year it was their most profitable year….. your making money from flogging annoying competitions and adverts every 10 minutes….
So if they are going to extend the adverts even longer then sorry I won’t be watching because if I wanted to watch adverts all day I’d rather sit and watch paint dry on a wall instead
Might as well rebrand itv and itvadverts - the channel full of adverts which may get interrupted by the odd program you may get interested in ?
RE: "TV ad breaks could get longer as rules are reviewed" - Brekkie - 30-06-2022
OFCOM have consulted on this quite frequently and proposed bringing the main three PSBs closer in line to the digital channels but it is ITV, C4 and C5 themselves who have rejected it previously, saying they believe the current model is the optimum amount of advertising it and increasing it won't increase revenue.
This sounds like this review is just standard practice in renewing the PSB contracts for ITV and C5, which look likely to be waved through as usual.
RE: "TV ad breaks could get longer as rules are reviewed" - Kunst - 01-07-2022
Not as dramatic as one might think.
This will be more noticeable within news programmes probably.
As long as the hourly cap remains 20% (12 minutes per hour); hopefully they won't introduce the "20% between 6:00 and 18:00" and "20% between 18:00 and 00:00" (with no hourly limit) as newer EU rules permit, and I know that UK is not in EU anymore, but it still depends on many of its decisions.
But something like that could only work for digital channels that have a EU license (for ROI) from a country that welcomed this legislation, and many haven't (Netherlands has, but not others like Czechia).
RE: "TV ad breaks could get longer as rules are reviewed" - Brekkie - 01-07-2022
Yes, the logical change is to permit 9 minutes an hour rather than 8 minutes in primetime, which would see an extra 5 minutes of ads between 6-11pm, where channels tend to stick trailers into breaks rather than scrap the breaks anyhow, though that is more noticeable at the weekend than in the week.
There is of course now the argument that so much of the competition is ad free that they should be looking to lessen the ad load rather than increase it. I do wish TV companies would be more experimental with the ad loads as even within current rules there are different approaches to be taken - for example rather than always using the maximum 3.5 minute breaks actually looking if a more even weighting of around 2 minutes per break, certainly within programmes, can bring in as much revenue, even if it means placing ads at less watched times.
RE: "TV ad breaks could get longer as rules are reviewed" - XIII - 01-07-2022
(01-07-2022, 09:10 AM)Brekkie Wrote: Yes, the logical change is to permit 9 minutes an hour rather than 8 minutes in primetime, which would see an extra 5 minutes of ads between 6-11pm, where channels tend to stick trailers into breaks rather than scrap the breaks anyhow, though that is more noticeable at the weekend than in the week.
There is of course now the argument that so much of the competition is ad free that they should be looking to lessen the ad load rather than increase it. I do wish TV companies would be more experimental with the ad loads as even within current rules there are different approaches to be taken - for example rather than always using the maximum 3.5 minute breaks actually looking if a more even weighting of around 2 minutes per break, certainly within programmes, can bring in as much revenue, even if it means placing ads at less watched times.
No commercial channel will willingly have less ads per hours, that's leaving money on the table.
RE: "TV ad breaks could get longer as rules are reviewed" - Kunst - 01-07-2022
I'd say a somehow sensible change would be moving from 7 minutes on average of advertising and teleshopping to 8 minutes of average, and moving from 8 minutes on average to 9 minutes on peak time (18:00-23:00 and 6:00-9:25 for ITV); of course up to 12 minutes of advertising and teleshopping maximum.
This means not leaving "commercial voids", especially on weekends, and possibly spending some money on minor time slots like 12am, although I realize it's too late now
That would be opposed to 12 minutes max of average of 9 minutes of advertising + 3 minutes of teleshopping of other channels.
Not sure though; probably it's easier to slash all these restrictions completely and leveling things out, in this age
RE: "TV ad breaks could get longer as rules are reviewed" - telebox2001 - 01-07-2022
I'm of the opinion we should remove limits and amount of breaks and just keep protection for children's, religious and Royal etc.
If streaming is the future, then it's a moot point as to what we do with linear.
If you're watching "live" you can flick over to something else for a few minutes and for those using PVR's, they're fast forwarding the ads - with streaming however you're forced to watch them, you've no way out. (Some Sky and Virgin stuff in their own ecosystem notwithstanding.) That's the basket in which the eggs need to go as they're unavoidable objects, if you get me.
RE: "TV ad breaks could get longer as rules are reviewed" - Kunst - 02-07-2022
I disagree, if there's someone still watching linear TV, then these people should get more respect.
I think "12 minutes of advertising" per hour is more than enough.
But EU thought it was fine to remove this cap, by replacing it with a 20% of advertising from 6:00 to 18:00 and 20% from 18:00 to 00:00 (and no limit from 00:00 to 06:00), to be rearranged as broadcasters want; not all countries have translated this into law, but some have, especially the Netherlands, Spain, Poland and Sweden.
And that's quite noticeable on Discovery channels in Scandinavia (now many channels have a Swedish license), not just the main Discovery channels:
http://dagenstv.com/se/chart/?cha=7
Programmes that used to be in a 60 minutes long slot (as they are even on Discovery Channel US!), are now in "Imaginative" 70-75 mins slots and so on; by showing no to few adverts at the likes of 6am and partly 6pm, and then spreading them to more peak times.
RE: "TV ad breaks could get longer as rules are reviewed" - Neil Jones - 02-07-2022
(01-07-2022, 11:55 PM)telebox2001 Wrote: I'm of the opinion we should remove limits and amount of breaks and just keep protection for children's, religious and Royal etc.
If streaming is the future, then it's a moot point as to what we do with linear.
If you're watching "live" you can flick over to something else for a few minutes and for those using PVR's, they're fast forwarding the ads - with streaming however you're forced to watch them, you've no way out. (Some Sky and Virgin stuff in their own ecosystem notwithstanding.) That's the basket in which the eggs need to go as they're unavoidable objects, if you get me.
If there were no limits on the amount of breaks then all that would happen would you would get more adverts than programme, simple as.
The American system is already at the point of an hour long slot consisting of the best part of 42 minutes of programme as it is, and the rest adverts. By comparison our hour long programmes are closer to 48 minutes of programme.
RE: "TV ad breaks could get longer as rules are reviewed" - L1 - 02-07-2022
(01-07-2022, 01:20 PM)XIII Wrote:I'm pretty sure when this has been raised previously in relation to funding regional news on ITV that they were actually against because more ad supply would reduce the price of advertising. Of course their position may have changed now, but they have said that previously.(01-07-2022, 09:10 AM)Brekkie Wrote: Yes, the logical change is to permit 9 minutes an hour rather than 8 minutes in primetime, which would see an extra 5 minutes of ads between 6-11pm, where channels tend to stick trailers into breaks rather than scrap the breaks anyhow, though that is more noticeable at the weekend than in the week.
There is of course now the argument that so much of the competition is ad free that they should be looking to lessen the ad load rather than increase it. I do wish TV companies would be more experimental with the ad loads as even within current rules there are different approaches to be taken - for example rather than always using the maximum 3.5 minute breaks actually looking if a more even weighting of around 2 minutes per break, certainly within programmes, can bring in as much revenue, even if it means placing ads at less watched times.
No commercial channel will willingly have less ads per hours, that's leaving money on the table.
RE: "TV ad breaks could get longer as rules are reviewed" - RR - 02-07-2022
Nothing has been said officially as far as I can see, but aren't the reports linked to the licences of ITV and Five? Thus it could just be the additional restrictions on them (and C4).
The current position is that any peak-time ITV two hour long drama lasts for an underlying ninety minutes, so there are already total breaks of 25%, albeit at least a minute per break being trailers rather than adverts.
RE: "TV ad breaks could get longer as rules are reviewed" - Steve in Pudsey - 02-07-2022
Yes there's certainly a supply and demand issue at play here, fewer spots mean they can be sold at a premium.
But it's interesting that apparently there are advertisers wanting these additional spots, wasn't the argument put forward against the BBC showing adverts that it would divert revenue from the commercial sector. Both arguments can't be true
RE: "TV ad breaks could get longer as rules are reviewed" - Brekkie - 02-07-2022
I personally don't mind an extra break in shows ABC1 style in return for no ads between shows but I think it's worth noting that although non-PSB channels can do that virtually none have opted to do so. Only 5Star (and it's predecessors) have really took advantage IMO, and even that I think has been largely limited to the Aussie soaps. It's clearly deemed by the market to be something not worth their whilst and not something they think viewers will accept as the norm.
The main PSBs have rarely experimented either with anything other than three and a half minutes of ads around their most popular programmes. The primetime limits would actually enable them to trial other strategies within the current rules, such as no ads between programmes, no ads within programmes and shorter 2 minute breaks - but they all pretty much stick with the norm.
RE: "TV ad breaks could get longer as rules are reviewed" - Neil Jones - 02-07-2022
(02-07-2022, 04:41 PM)Brekkie Wrote: I personally don't mind an extra break in shows ABC1 style in return for no ads between shows but I think it's worth noting that although non-PSB channels can do that virtually none have opted to do so. Only 5Star (and it's predecessors) have really took advantage IMO, and even that I think has been largely limited to the Aussie soaps. It's clearly deemed by the market to be something not worth their whilst and not something they think viewers will accept as the norm.
The main PSBs have rarely experimented either with anything g other than three and a half minutes of ads around their most popular programmes. The primetime limits would actually enable them to trial other strategies within the current rules, such as no ads between programmes, no ads within programmes and shorter 2 minute breaks - but they all pretty much stick with the norm.
Well it must be remembered that they stick with the norm because the programmes and the schedules are made with the breaks in mind. If they suddenly decide to hell with this, lets not run any adverts during <some show>, they'll have to edit said show to bridge the gap and then a 1hr slot with adverts becomes a 48 minute slot and what to do with the other 12 minutes of air-time. You can get away with "coming up" but you can't really say "back after the break" when there isn't a break.
There is an art to scheduling. Not just a case of air X, Y, Z at <whatever> o'clock and play ad breaks, 1 2 and 3 at 16, 32 and 47 minutes past the hour, job's a goodun, let's go to the pub.