Broadcast regulator Ofcom has confirmed it will not be allowing the UK’s commercial public service broadcasters to carry more adverts.
- ITV1, Channel 4, Channel 5, STV and S4C aren’t allowed to broadcast as many adverts as full commercial channels, like ITV2, E4, Pick and Sky Max.
- ITV and Channel 4 were in favour of removing the restrictions, but Channel 5 owner Paramount and Sky were against.
- There were concerns that allowing longer ad breaks could reduce news time.
- But broadcasters might be able to increase ad minutes in the future.
Following a period of consultation, Ofcom has decided not to remove the stricter TV advertising rules that apply only to commercially-funded public service broadcasters at this time.
All UK broadcasters are subject to restrictions on the quantity and scheduling of advertising on their channels. But the commercial public service broadcasting (PSB) channels – ITV1, Channel 4, Channel 5, STV and S4C – are subject to tighter advertising restrictions than non-PSB commercial channels, such as ITV2, E4, Pick and Sky Max.
The decision to retain the status quo comes despite initial support from Ofcom. The regulator says it remains of the view there “may be merit in harmonising TV advertising rules. ”
In reaching its final decision, Ofcom said it “recognised that the potential benefits to audiences, public service broadcasters and the wider market are uncertain”.
More ads, less news?
Ofcom also said it “also “took into account that proceeding would mean that viewers would be likely to see increased advertising in “peak” evening hours which contain news. This in turn could lead to a reduction in news minutes, which risks diminishing a particularly important genre of PSB content with high societal value.”
Responding to Ofcom’s consultation earlier this year, Sky argued the move would increase ad time at the expense of news coverage on ITV1. Meanwhile Channel 5 owner Paramount says changing the ad minutage rules, known as ‘COSTA’ would result in advertisers simply shifting their spend from smaller channels to the bigger ones.
Temporary reprieve…
But more adverts could still be on their way in the future.
Ofcom now says it will consider the impact of changes to TV advertising rules on viewers in the broader context of other changes to public service broadcasting in the coming years.
Channel 3 and 5 licences are due to be renewed from 2025. At the same time, changes to public service broadcasting following the implementation of the new Media Bill are also due to filter down, affecting what viewers see and where they can find certain programmes.
Currently, quotas for news and other public service output apply only to the main linear channels. But the Media Bill allows broadcasters to shift programmes online and still meet quotas.
That means the arguments regarding a reduction of news minutes on the main channels may no longer hold sway.
Therefore, ITV1, STV, Channel 4, Channel 5 and S4C could still get to screen longer and more frequent ad breaks in the future.
Marc Thornham