Netimperative
Netimperative
  • Home
  • Ads
  • Content
  • Mobile
  • E-commerce
  • Social
  • Regulation
  • Video
  • Viral
Menu
  • Apple
  • Amazon
  • Facebook
  • Google
  • twitter
  • WhatsApp
  • YouTube

Broadcasters seek more TV ad time to fight streaming services

August 20, 2019

Mainstream TV channels could soon be allowed to show more adverts as part of government efforts to help them in their battle with online rivals.
According to The Times, talks have begun between public service broadcasters, including Channel 4 and ITV, and the Department for Culture, Media and Sport (DCMS) to discuss lifting the cap limiting the number of adverts allowed per hour, which currently stands at seven.

The move comes as the broadcasters face fierce competition from subscription streaming services such as Netflix and Amazon, which are growing their share of TV viewing time. It could benefit ITV most, which saw its total advertising revenues fall by 5% during the first half of the year.

But the PSBs are also facing a squeeze on their advertising revenue amid pressure from tech giants such as Facebook and Google. TV advertising revenue is set to decline three per cent over the year, according to analysts at Enders.

Under current rules laid out by regulator Ofcom, adverts on ITV, Channel 4 and Channel 5 are limited to an average of seven minutes per hour in off-peak times, while commercial rivals such as Sky have a higher cap of nine minutes.

The UK’s proposals are less strict than European limits, which place a 12-minute cap on ad breaks.

A spokesperson for DCMS said: “The government is consulting on a range of issues in the broadcasting market, including in relation to advertising. We already have strict limits in place on advertising and we have been clear that we have no plans to make legislative changes in this area.”

However, they may pose a challenge to viewers – earlier this year, an Ofcom report revealed that over half of viewers were unhappy with the current level of TV advertising.

Video advertising, Amazon, Facebook, Google, government

Archives

Tags

advertising agencies Amazon analytics Android Apple apps Australia BBC brands Brazil broadband China Christmas comScore content digital marketing ecommerce email Entertainment Europe Facebook France games Germany global Google government images infographic local marketing media Microsoft music Privacy retail Search security smartphones technology Twitter UK video YouTube

Recent Posts

  • Top six Valentine’s Day ads for 2022
  • 2021 Halloween: digital marketing campaigns we loved this year
  • Empowering employees; the critical link between EX and CX
  • Investing in in-app social features is a must in a world that is crying out to be connected
  • QR codes, Gen Z and the future of OOH

Copyright © 2025 Netimperative.

Magazine WordPress Theme by themehall.com

We use cookies to improve the website and your experience. We’ll assume you’re okay with this, but you’re welcome to opt-out
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities...
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT