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How Many Ads Is Too Many?

BRIAN JACOBS | September 16, 2019 | 235 views

It has been reported that both ITV and Channel 4 have been arguing for the maximum number of ads per hour limit to be lifted. Historically, the major UK broadcasters have operated at seven minutes per hour, rising to eight in primetime. Smaller broadcasters have been known to run to nine minutes, which is still way below the EU maximum of 20 percent, or 12 minutes per hour. In the United States, the figure varies by network but averages around the 12-minute mark. The IPA, in the person of Wavemaker's Tom George, chair of the association's Media Futures Group, has argued persuasively that the current ITV/C4 limit should not be extended. Increasing the minutage is an easy, but misguided approach by our broadcasters. Even assuming that there is latent, unmet demand for TV airtime beyond a few blockbuster shows (which may or may not be the case), the point is that what you gain in short-term revenue you lose in the effectiveness of your medium. Consider: Just over a year ago, Fox in the U.S. discussed reducing its ad load to two minutes per hour by 2020, a move they positioned as being about delivering a superior experience to their viewers.

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We are Responsive, your digital solutions partner. What we do? Creative + strategic content production. We combine video, design and copy to creatively tell your story with flair. We create content that inspires and educates. We also build tech. We combine strategy, technology and design to build projects which look great and work well. We create software that empowers this generation and shapes the next.

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Responsive Digital

We are Responsive, your digital solutions partner. What we do? Creative + strategic content production. We combine video, design and copy to creatively tell your story with flair. We create content that inspires and educates. We also build tech. We combine strategy, technology and design to build projects which look great and work well. We create software that empowers this generation and shapes the next.

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