ITC rejects request for more ads

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The Independent Online
The Independent Television Commission yesterday dealt a blow to advertisers but pleased the ITV companies by blocking a request from the Incorporated Society of British Advertisers (Isba) to increase the number of minutes per hour dedicated to advertising on television. Isba, which has campaigned tirelessly for increased advertising time, had asked the ITC to consider bringing the time given over to advertising in line with European countries, where terrestrial television networks are allowed to carry advertising for nine minutes every hour. ITV currently carries an average of seven minutes of advertising each hour.

ITV companies had been against Isba's proposals as an increase in the number of minutes available would allow broadcasters to charge less for airtime.