If you’ve been watching ITV 1 in the afternoon you may have noticed a change to the schedule in recent weeks.
The 2pm hour on weekdays is now occupied by two half-hour programmes – not one lasting an hour.
At present the main attraction is the drawing game Pictionary.
But if you’ve been watching closely, you may have noticed a significant strategic change too.
ITV 1 has shifted some of its available advertising time from the late evening to the 2pm hour which now includes a full 12 minutes of commercials.
ITV 1, Channel 4 and Channel 5 are not able to run as many commercials overall as the other ad-funded channels.
Ofcom looked at ending this rule in 2023 but kicked any possible changes into the long grass.
The main effect of the rules is that the three big commercial channels can show just 40 minutes of ads between 6pm and 11pm.
If means fewer ads during the two news hours and breaks filled with promos at the weekend.
The recent changes by ITV 1 make the Ofcom rules seem even more anachronistic.
On weekdays, a full relaxation would make only a minor difference between 9am and 6pm on ITV 1.
There are now only two hours which don’t have a full 12 minutes of ads – the 10am and 1pm hours. They have a “mere” 10 minutes and 30 seconds worth.
In other words, the end of this anachronistic rule would mean an extra 3 minutes of ads in total over 9 hours.
Hardly a great disadvantage to viewers is it?
Interestingly ITV 1 has upped afternoon ads without sacrificing the regional weather just before 4pm.
It seems ridiculous that ITV 1 and Channel 4 cannot fully monetise their peak time schedules.
For all their faults, they are responsible British-owned, British-run channels which mostly show original UK content.
With the industry facing so many challenges, the option of attempting to gain more advertising revenue should surely be available.
If, say, an individual channel thought that “less is more” and found that it could make more by selling fewer slots at a premium, then that would be its free choice.
The opposition to the move seems to mostly be from small commercial channels and the owner of Channel 5.
If more ads on ITV 1 and Channel 4 mean a further thinning out of minor channels with no original content, frankly, so what?
I am not convinced by claims that more ads during the news hours would be a real issue. The important thing is to ensure a minimum amount of news. ITV 1 currently overdelivers while Channel 4 still provides headlines at lunchtime although this is no longer an Ofcom regulation.
Even if you do not support an immediate increase in the total amount of advertising on PSBs, there is one change to the rules which should still be considered.
Internal breaks are limited to 3 minutes 30 seconds, plus 20 seconds for promos.
If this rule was ended, an hour could potentially include three internal breaks of 4 minutes and a seamless junction into the next programme.
Restrictions on advertising is damaging commercial PSBs. Fewer programmes are being commissioned, people are losing jobs, freelancers are leaving the industry.
Claims the old ad restrictions are good for viewers are dubious.
Ads on ITV 1 on weekdays
7am/8am: 10 minutes 30 seconds per hour.
9am: 12 minutes.
10am: 10 minutes 30 seconds.
1pm: 10 minutes 30 seconds.
11am/12pm: 12 minutes per hour.
2pm – 6pm: 12 minutes per hour.
6pm to 11pm: 40 minutes in total. Typically 5 minutes 30 seconds during the 6pm hour with the rest between 7pm and 10pm.
11pm: 4 minutes.
Harmony between the PSBs and other commercial channels would allow 12 minutes of ads per hour of the broadcasting day. The option of fewer but longer breaks would also be available.
Acknowledgements
PICTURED: Ofcom/ITV 1/STV/Channel 4/Channel 5 logos. COPYRIGHT: Ofcom/ITV plc/STV Group/Channel 4 Television Corporation/Channel 5 Broadcasting Ltd..