Broadcast TV is fundamentally changing in the way it is consumed and delivered, within an increasingly fragmented media landscape. The ongoing concern of advertisers regarding the TV advertising ecosystem is the soaring cost of overall reach and the increasing difficulty of reaching younger audiences.
Advertisers tell 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. Linear TV remains an effective form of media to reach a broad mass audience. Additional minutage within schedules will provide additional frequency within their TV ad campaigns not the audience reach they are prioritising.
We would encourage Ofcom to remain open minded to making no changes and keeping the rules as they are. Although this is not listed as one of the main options in the consultation, it is the preferred option of brand advertisers and reflects the feedback we have received from our members.