European Commission proposes change to TV advertising limits
The move, one of a number of updated audiovisual rules, comes as part of its Digital Single Market strategy.
The proposal around TV advertising limits is intended to give broadcasters more flexibility: currently the limit to advertising time is 12 minutes per hour (in the UK it is even stricter – ITV, Channel 4 and Channel 5 are allowed an average of seven minutes per hour, with a maximum of 12 minutes in any one hour).
The proposed update – an overall limit of 20% of broadcast time between 7am and 11pm – would mean that broadcasters can choose more freely when to show ads throughout the day, and could mean a greater number of prime time ads.
Other proposed updates include producing a code of content for video-sharing platforms, a stronger role for audiovisual regulators, and more European creativity – that is, a greater emphasis on European content.
More information can be found here.
We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments