Ofcom's ad ban: Peaktime shows hit by Ofcom ad ruling

The Simpsons, top-flight football and programmes such as Bad Girls and Footballers' Wives are among the peak programmes that will be unable to show advertising for so-called "junk foods" following the Ofcom ruling.

According to figures supplied by Media Planning Group, dozens of programmes broadcast during peaktime on terrestrial television will be hit by the restrictions.

Because of the proportion of viewers aged under 16, peaktime ITV shows most hit by the restrictions will include family films such as Harry Potter, Ant and Dec's Saturday Night Takeaway and The X-Factor.

However, some agencies are playing down the potential impact of the restrictions on peaktime TV. In a briefing paper to clients, Starcom said: "Across the main channels of ITV, C4, five and Sky, the peaktime restrictions are unlikely to differ significantly from the current 'self-regulated' restriction. However, earlier slots (pre-peak) could and probably will be more affected. This will result in some restrictions in pre-peak programmes outside of children's programming."

Position Channel
1 The Simpsons C4
2 Everybody Hates Chris Five
3 Prehistoric Park ITV
4 Pimp My Ride Five
5 Ant and Dec's Takeaway ITV
6 The X Factor ITV
7 All Star Golf ITV
8 Hollyoaks C4
9 World Cup England
games only ITV
10 Scrapheap Challenge C4
Peaktime terrestrial shows over past 12 months ranked by proportion of
under-16 viewers.
Source: MPG.

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