Labour is to demand the right to show 30-second TV broadcasts in a
radical shake-up of political advertising.
The move follows Labour’s ground-breaking local election broadcast this
week in which a two-and-a-half-minute slot was divided into five
consecutive 30-second spots, as revealed in Campaign (16 April).
Labour wants political parties to be allowed to show 30-second spots at
The move will be proposed when the broadcasters and parties launch a
review of PPBs this summer.
The proposal will meet resistance from the BBC, which leads the TV
companies’ negotiations with the politicians and blocked Labour’s
attempt to drop the usual introduction to Monday’s ad which tells
viewers that a party broadcast was to follow.
Labour hailed its new format as a success. ’We are making PPBs fun,
short and watchable, with no politicians behind desks, in the style of
an ad break for the Labour Party,’ a spokesperson said.
The broadcast was the brainchild of Chris Powell, the chairman of BMP
DDB, and Barry Delaney, a director of Delaney Fletcher Bozell.
The Liberal Democrats stuck to the format of a news bulletin in their
local election broadcast this week.