According to Barb data, IDS's commercial impacts were up by more than 20 per cent in 2004. This has translated into demands to agencies for an increased share of TV ad budgets for 2005.
But while some IDS channels have shown genuine growth, agencies claim some of the increase has come from the company making its ad breaks longer.
Barb figures show that IDS increased its total commercial minutage by 32 per cent on last year (1 January to 22 November).
All broadcasters have been under pressure to maximise their impacts and there have been accusations that IDS is re-inserting minutage that was taken out last year when UKTV attempted to cut down on break clutter.
"We all supported the original initiative and in the world of CRR we understand why they are putting the minutage back. Cheap impacts are all very well but is it effective communication?" one broadcast director said.
Mark Howe, the managing director of IDS, said that most of the growth had come from the launch of time-shifted "+1" channels and increased transmission hours.