Broadcasters revolt against more ad minutes

Wednesday, 18 Jun, 2008

Broadcasters have spoken out against proposals to introduce more adverts.

Several industry heads have cautioned against plans under consideration by the regulator, Ofcom, Brand Republic has reported.

By increasing the amount of public service minutes per hour and removing restrictions on prime-time ads, the plans would reduce overall ad spend, it reported senior ad execs have claimed.

"The price of TV advertising is at its lowest for years. More ads would not introduce more revenue," warned broadcaster, Five's head of airtime management, Tanya O'Sullivan.

Sean McGuire, managing director of consultancy, Oliver & Ohlbaum, shared her opinion. He told the Westminster Media Forum deflation could reduce ad spend by £150 million during the quarter.

Brand Republic reported he said changing ad allowances would see the "transfer of revenue from multi-channel to the PSBs" and result in £162 million cut in ad revenues.

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