×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

UKTV cuts ad-break time

By Published on .

[London] The U.K.'s second largest group of satellite and cable channels, UKTV, is cutting the duration of commercial breaks and on-air promotions because viewers are switching channels. Four-minute ad breaks will be reduced by at least 30 seconds, and on some stations breaks will be only two minutes long. Mike Smallwood, a consultant working on the project, said, "Clearly there is a short-term risk for revenues. We are hoping that there will be a payoff from the rise in the unit value of airtime." Many UKTV channels air up to 15 minutes of ads and promotions every hour. The Independent Television Commission stipulates a maximum of nine ad minutes per hour, but doesn't regulate program promotion time.
Most Popular