ISBA's response on Ofcom's decision not to remove TV advertising rules for Public Service Broadcasters

We welcome today’s news that Ofcom has decided not to remove the TV advertising rules for Public Service Broadcasters. In our consultation response, we encouraged Ofcom to remain open-minded to making no changes and keeping the rules as they are. Therefore, we support this decision which brings stability, certainty and clarity to the market.

Brand advertisers have told us that their priority for in any TV ad campaign is to reach a broad audience, while limiting excess frequency to avoid bombardment and ineffective spend. Additional minutage within TV schedules would have only provided additional frequency for TV ad campaigns – not the audience reach which advertisers prioritise. There was concern among brand advertisers that audience bombardment would have a negative affect on consumer attitudes toward TV advertising in the long term.

Furthermore, it was clear that there were too many unknown factors and potential consequences which an amendment to COSTA could have brought to the audience experience, competition, and long-term financial sustainability of the TV advertising market.

ISBA’s membership includes leading TV advertisers, and our work on TV is led and informed by two member groups. ISBA is the only body that represents brand owners advertising in the UK. We empower them to understand the industry and shape its future because we bring together a powerful community of marketers with common interests; lead decision-making with knowledge and insight; and give a single voice to advocacy for the improvement of the industry.