MarComedy: Don’t make me laugh

For what tickles my fancy in media, communications and life in general.

CRTC Scraps Restrictions on Primetime Ads

with one comment

Yesterday, the CRTC ruled that, by 2009, they would eliminate any restrictions on the amount of advertising in primetime:

As part of what it describes as “a new approach for Canadian conventional television,” the CRTC announced yesterday that as of Sept. 1, conventional broadcasters can increase the amount of commercials they air in primetime from 12 minutes to 14 minutes per hour. That number will increase to 15 minutes per hour on Sept. 1, 2008, with restrictions completely removed by Sept. 1, 2009. (source: Marketing Daily).

Unsurprisingly, reaction are varied. CanWest thinks its a great day for them as it gives them greater flexibility to manage their sole source of revenue. CBC thinks its a great day for broadcasters airing US programming, but the start of a much gloomier future for Canadian content. The Director’s Guild of Canada is also dismayed about the implications of this ruling on Canadian content and the supporting film industry. I haven’t found reaction from CTV, but I’m willing to bet they’re thrilled too.

A few initial thoughts:

The down side of this will be issues like increased clutter making it difficult for advertisers to break through, the infringement of advertising into content (ie product placement and more intrusive advertising placed outside the typical commercial window. It could also be a bad thing for the broadcasters is you think about simple supply and demand.

The good news…ummm….advertsing & adertisers will have to be more creative and inventive. They will have to make a greater effort to involve the consumer and create a more compelling value exchange. It will also put greater pressure on media channels to deliver something beyond eyeballs and airtime. More ad space/time does not mean more eyeballs. For the broadcasters to suggest they need more commercial time to increase revenues is unimaginative & incorrect.

No, the pressure is on to turn impressions into interactions. This might actually be a good thing for companies willing to embrace the notions of consumer empowerment found over on Collin Douma’s Radical Trust.

Here’s a neat clip on ‘new media’ siphoned off YouTube. A touch dated, but still worth watching. I find what the gentleman from Intel says around the 3:15 mark to be particularly salient.

We are increasingly empowered to filter out content/advertising we don’t want and to only receive it when we want it. Give me something worth watching. Something I can particpate in. Something that doesn’t make me want to instantly switch channels or PVR out of existence. Sorry to say, but the answer is not more advertising. It’s better advertising.

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Written by Jonathan Dunn

May 18, 2007 at 11:54 am

Posted in Advertising, Media

One Response

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  1. I can’t wait for my 24-hour ad channel in 2009!

    Chris Clarke

    May 18, 2007 at 2:04 pm


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