EU rules change clears the way for more prime time TV adverts
Prime time television viewers can expect to be hit with more advertising following an EU rules change designed to help traditional broadcasters compete with streaming services such as Netflix.
At present advertising is capped at 12 minutes per hour but under the planned new regime this would be scrapped in favour of a daily limit of 20 per cent advertising between, giving networks greater opportunity to target ads when most people are watching with a corresponding decrease during little watched daytime slots.
In Britain advertising restrictions are even more onerous with ITV, Channel 4 and Channel 5 forced to limit advertising to an average of seven minutes per hour, with 12 minutes per hour being the upper maximum.
An ITV spokesperson said: “ITV said: "What is important to us, when it comes to television advertising minutage, is striking the right balance, ensuring that our viewers are not exposed to excessive amounts of advertising and that the quality of their viewing experience is maintained."
Many broadcasters have witnessed a steady bleed of viewers to online channels prompting calls for them to be given greater freedom to choose when and where to place adverts to maximise revenue and minimise irritation.