IPA backs increase in commercial TV minutage

The Institute of Practitioners in Advertising is poised to endorse advertisers’ calls for more commercial airtime on terrestrial TV in a dramatic U-turn on its policy to date.

The Institute of Practitioners in Advertising is poised to endorse

advertisers’ calls for more commercial airtime on terrestrial TV in a

dramatic U-turn on its policy to date.



Leading advertisers have been calling for the amount of commercial

minutage to be increased from the curr-ent seven minutes to nine minutes

per hour in a bid to combat crippling airtime inflation.



The IPA has been sceptical of such a move, but the new chairman of the

IPA’s Media Policy Group, Ray Kelly, has been instrumental in bringing

the agency and media buying community in line with the clients’ trade

body, the Incorporated Society of British Advertisers.



Kelly - keen to make his mark on the MPG and clients such as Procter and

Gamble - is understood to have held a number of discussions with the

UK’s major advertisers since taking over the chair from John Perriss

last month (Campaign, 11 April).



Privately, many senior media figures had dismissed the feasibility of

more minutage, fearing that it could increase zapping and lead to an

erosion of programme running times.



ISBA is finalising its submission to the Independent Television

Commission on the issue and hopes that, with a groundswell of opinion

behind it, the ITC can be persuaded to change the current regulations.