ACA SAYS POLITICAL ADS ROBBED ADVERTISERS OF TV BUY
By Adnews Staff
The Association of Canadian Advertisers says agencies and media buyers can seek compensation to rectify losses because of the onslaught of political ads that hit the airwaves for the four-week period leading up to the election. In October 1993, the Canadian Radio-television and Telecommunications Commission ruled that broadcasters don't have to count political ads as part of the 12 commercial minutes allowed per hour. As a result, there is an average of 14 minutes of commercials running per hour during prime time. In some markets, total commercial content exceeded that amount, diminishing the effectiveness of the ads, according to the ACA. The clutter was not accounted for when advertisers originally set their media spend during the May 10 to June 1 time period. The ACA beleives marketers can seek an adjustment in their media schedule or some other credit to compensate for the diminished value of their media contracts. TV broadcasters made up to $7 million on political ads.