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
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
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.