TV advert breaks could get longer and more frequent, Ofcom says

manchestereveningnews.co.uk:

Advert breaks on TV could become longer and more frequent, in a new move being considered by Ofcom. The regulator is reviewing its broadcasting rules and said it would consider changing current advertising regulations amid market development - including the increasing influence of online streaming services.

UK broadcasters are facing growing competition from streaming giants such as Netflix, Amazon Prime Video and Disney+ in terms of viewing figures and programme commissions.

In a report looking at the re-licensing of ITV and Channel 5, Ofcom said the expanded choice of entertainment was “generally positive” for audiences but “put pressure on broadcasters, squeezing revenues, and made it harder for them to maintain their current offer”.

Current regulations mean public broadcasting channels are limited to an average of seven minutes of advertising per hour across the day, while private channels are allowed nine minutes for advertising and an extra three for teleshopping.