Feeds

Regulator reckons telly advert caps are just peachy

Nine minutes per hour - and staying that way

Build a business case: developing custom apps

Ofcom has taken a long, hard, look at the quantity of advertising on television, and concluded that the existing caps are just fine and nothing needs to be done.

The main UK channels are limited to nine minutes per the hour, with other commercial stations being restricted to seven. But Europe caps advertising at 12 minutes, so there have been calls for the UK to relax its limits and match the rates used on the continent - calls that Ofcom has now rejected.

Ofcom's analysis [pdf, coma inducingly dull] shows that adding an additional three minutes of advertising every hour will lead to less revenue for the TV channels as the rate they can charge will drop. The only winners will be the advertisers, and with less money to fund programmes even they lose in the long run, so the rules will stay in place.

Nice as that sounds it's also becoming increasing moot. When the X Factor is basically an hour-long product placement for the Christmas number one, with hosts tattooing product names onto their arms and/or inventing memorable catch phrases* which can later be used to title records, the official advert breaks provide a welcome relief from the constant inducements to buy stuff.

Now that product placements are permitted, as long as the programme doesn't endorse the product and places a 'P' on screen during the opening credits, the value of the 30-second spots will inevitably decline.

And Ofcom has also been asked (by the Ministry of Fun) if it will suspend any kind of cap for White Space TV stations, which will need all the help they can get to be commercially viable. So overall the hourly cap might force creatives to be a little more inventive, but it isn't really the thing stopping them from pushing their products onto our screens. ®

Bootnote

* "You put it down", the record in question being titled Down For Whatever.

A new approach to endpoint data protection

More from The Register

next story
Amazon says Hachette should lower ebook prices, pay authors more
Oh yeah ... and a 30% cut for Amazon to seal the deal
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
Nintend-OH NO! Sorry, Mario – your profits are in another castle
Red-hatted mascot, red-colored logo, red-stained finance books
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
Joe Average isn't worth $10 a year to Mark Zuckerberg
The Social Network deflates the PC resurgence with mobile-only usage prediction
Chips are down at Broadcom: Thousands of workers laid off
Cellphone baseband device biz shuttered
Feel free to BONK on the TUBE, says Transport for London
Plus: Almost NOBODY uses pay-by-bonk on buses - Visa
Twitch rich as Google flicks $1bn hitch switch, claims snitch
Gameplay streaming biz and search king refuse to deny fresh gobble rumors
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
prev story

Whitepapers

7 Elements of Radically Simple OS Migration
Avoid the typical headaches of OS migration during your next project by learning about 7 elements of radically simple OS migration.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
A new approach to endpoint data protection
What is the best way to ensure comprehensive visibility, management, and control of information on both company-owned and employee-owned devices?