Ad ban triggers revenue havoc at teen channels

by Nicola Clark, Marketing 22-Nov-06

Ofcom's shock decision to extend the ban on ads for food and drink high in fat, salt or sugar (HFSS) to include all children under the age of 16 will lead to a significant decrease in ad rates on key satellite channels, according to media agencies.

Under-16s make up at least 20% of the audience of channels including Sky
One, The Box, Smash Hits, Kiss and Kerrang!, according to Carat, meaning
they will not be able to carry HFSS food and drink advertising from next

June.

Advertisers and broadcasters were dismayed by Ofcom's announcement on
Friday, which went beyond earlier proposals aimed at under-nines.

Food and drink advertisers such as Masterfoods' Snickers, which is a key
advertiser on MTV, are one of the biggest advertising sectors on music
channels.

Ian Twinn, director of public affairs at ISBA, said: 'During the past
five years, many of the big global corporates have said they do not
target ads at under-12s. If they have kept up their spend on TV,
logically it would have gone to the teen channels.'

Ofcom has called a further consultation period until Christmas, with a
final determination due in January. The regulator will also bring
forward its planned review of children's TV programming.