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.