Irish advertisers to join battle against commercial curbs

Ireland’s advertising community has followed its UK counterpart in calling for an increase in commercial airtime on TV and radio.

Ireland’s advertising community has followed its UK counterpart in

calling for an increase in commercial airtime on TV and radio.



At the Institute of Advertising Practitioners in Ireland’s annual

conference this week, delegates heard that curbs on advertising minutage

were out of line with the rest of Europe and were responsible for the

rising cost of advertising on RTE television, the Irish national

station, which have climbed by almost 40 per cent in five years.



Advertising on RTE is currently limited to an average of six minutes per

hour, with a maximum of seven-and-a-half minutes. Radio is even more

restricted - four-and-a-half minutes per hour, with a maximum of

five.



The IAPI wants these limits increased to the European average of nine

minutes per hour of broadcast time. The IAPI president, Peter O’Keeffe,

told the conference in Galway: ’If this was done we would then have time

within which to work more effectively and costs would come tumbling

down.’



Ian Fox, the chief executive of the IAPI, said that, with the Irish

economy buoyant, restrictions on advertising meant ’supply cannot meet

the demand’. The effect was to push up advertising costs, which would

ultimately be reflected in consumer prices. ’The Minister’s restrictions

are simply fuelling inflation,’ he added.



RTE’s marketing manager, Paul Mulligan, agreed that restrictions pushed

up advertising costs.



In the UK, Procter and Gamble called for an increase in ad minutage on

ITV - restricted to seven minutes per hour - in March.



The Incorporated Society of British Advertisers is preparing a

submission on the subject for the Independent Television Commission.