TV networks accused of ‘pushing boundaries’ on ad break length with major reality shows
The major TV networks have all been accused “pushing the boundaries” on the number of ads in their major franchise reality shows such as The Voice, House Rules and Masterchef, filling up to a third of the program run times with commercials.
Analysis put together for Mumbrella on the major reality franchises for Seven, Nine and Ten shows indicates all three have been running more than the permitted 14 minutes stipulated in the Commercial TV Code of Practice.
According to data supplied by advertising monitoring company Ebiquity from the nights of May 5, 6 and 7, Nine’s The Voice is the worst offender with a program on May 5 running 29 minutes and 10 seconds of advertising in an 1 hour 37 minute program.
Media analyst Steve Allen said: “They are pushing the boundaries no question in over commercialising a key program and the risk that they take, which obviously they have calculated, is that the advertising volume will actually detract and they will start to lose audience as a result of it. That’s the problem.”
All of the networks have been able to circumvent the Code of Practice advertising limits, filling their reality show franchises with ads but but running less ads in the subsequent half hour after the program.
“They have made a judgement that this style of show where there are exciting peaks and troughs they can get away with it,” said Allen.
“If this was a drama where there is a storyline and not the peaks and the troughs and there was the same level of interruption it would be a turn off.”
Nine packed more than 19 minutes of ads into the first hour of The Voice on Wednesday May 7, just 30 seconds more than House Rules had for its entire one hour and 12 minute programme on Tuesday May 6.
Meanwhile Ten had the longest single ad break of the three on the three nights analysed, with a 4 minute and 59 second break for commercials 20 minutes into the show on May 7, according to the data.
According to the Commercial TV Code of practice, posted on the FreeTV website, TV networks should not run more than 14 or 15 minutes of advertising or promotions in any hour of primetime television.
It states:
“On any day each licensee may in each hour schedule on average no more than the following amounts of non-program matter:
5.6.1 between 6.00pm and midnight outside election periods, 13 minutes;
5.7 In any hour, each licensee may (provided that the averages in Clause 5.6 are satisfied) schedule the following amounts of non-program matter:
5.7.1 between 6.00pm and midnight outside election periods – up to 15 minutes per hour, but with no more than 14 minutes scheduled in any four of those hours;
However networks are able to work around this by limiting the amount of advertising they schedule within a wider viewing period divided between 7pm and 8.30pm, 8.30pm and 9.30pm, and 9.30pm and 11pm.
Therefore if they put more ads in the higher rating times of 7pm to 8.30pm and 8.30 to 9.30pm, and less from 9.30pm onwards, they can stay within the Code.
A spokeswoman for Channel Ten said: “It’s not unusual to have seven breaks during a 90 minute programme, or to have a break of between four and five minutes in length. The Commercial Television Industry Code of Practice (Code) sets limits on the amount of non-program matter – TVCs and program promos – we may schedule. We abide by these limits.”
However there are further limitations on advertising set out in the Advertiser Code of Ethics and the Code for Advertising and Marketing Communications to Children, which sets out rules for the kind of advertising and promotional material that can be shown before 8.30pm.
Channel Ten was found to have breached this when showing an ad for the Jack the Ripper inspired drama Ripper Street during Masterchef last year.
Allen, a media analyst with Fusion Strategy, said the regime basically meant that the networks were largely left to self regulate the issue.
“The really odd thing is practically always these shows have higher audiences toward the end and in the second half than at the beginning. Mind you, this is a bit of an acid test, as these are the most popular shows at the moment on the networks, so the ones most targeted by advertisers and media buyers.”
“With no ‘regulations’, it is up to each network to judge where this becomes a switch off from viewers.”
Allen also said he felt that subscription television, which has traditionally had a lower ad density was also increasing the amount of advertising within its programming.
“I might also say as a Foxtel subscriber, my recent impression is for their best shows that are way over their allusion to around half the commercial content. My impression is they are pushing 12 or more minutes in some shows.”
Both Masterchef and The Voice had seven ad breaks on all three nights, while House Rules had five ad breaks on the Tuesday and Wednesday, and seven on Monday, the highest rating night of the three.
Channel Nine had the longest advertising run of the three free to air networks with a total of 29 minutes and 10 seconds of ads during the 1 hour and 37 minute show, 30 per cent of the run time.
Seven was not far behind with a total 28 minutes and 15 seconds of ads during one hour and 37 minutes of House Rules on the same night.
When asked about the high density of ads during The Voice, a spokeswoman for Channel Nine said: “The mix of commercials and promotions can vary within specific hours at any time but it is always with the Code’s hourly limits.”
And a Channel Seven spokesman said: “Seven takes its broadcasting responsibilities very seriously and has sophisticated scheduling systems in place to ensure we do not exceed the permitted advertising limits.”
Megan Reynolds and Nic Christensen
The Voice:
5th May | Time | Ad break duration |
Segment 1 – Show Starts | 19:35:28 | |
Adbreak 1 starts | 19:50:21 | 3 mins 41 secs |
Segment 2 starts | 19:54:02 | |
Ad break 2 starts | 20:06:25 | 3 mins 36 secs |
Segment 3 starts | 20:10:01 | |
Ad break 3 starts | 20:19:54 | 3 mins 49 secs |
Segment 4 starts | 20:23:43 | |
Ad break 4 starts | 20:30:04 | 4 mins 46 secs |
Segment 5 starts | 20:34:50 | |
Ad break 5 starts | 20:41:30 | 4 mins 19 secs |
Segment 6 starts | 20:45:49 | |
Ad break 6 starts | 20:53:22 | 4 mins 29 secs |
Segment 7 starts | 20:57:51 | |
Ad break 7 starts | 21:04:56 | 4 mins 30 secs |
Segment 8 starts | 21:09:26 | |
Program ends | 21:13:26 | |
Program Duration | 1hr 37 mins 58 secs | |
Ad breaks | 7 | 29 mins 10 secs |
6th May | Ad break duration | |
Segment 1 – Show Starts | 19:33:38 | |
Adbreak 1 starts | 19:45:11 | 3 mins 48 secs |
Segment 2 starts | 19:48:59 | |
Ad break 2 starts | 19:59:23 | 4 mins 0 secs |
Segment 3 starts | 20:03:23 | |
Ad break 3 starts | 20:11:24 | 3 mins 20 secs |
Segment 4 starts | 20:14:44 | |
Ad break 4 starts | 20:22:08 | 4 mins 30 secs |
Segment 5 starts | 20:26:38 | |
Ad break 5 starts | 20:34:24 | 4 mins 10 secs |
Segment 6 starts | 20:38:34 | |
Ad break 6 starts | 20:49:29 | 3 mins 32 secs |
Segment 7 starts | 20:54:01 | |
Ad break 7 starts | 21:02:11 | 4 mins 9 secs |
Segment 8 starts | 21:06:20 | |
Program ends | 21:14:47 | |
Program Duration | 1 hr 41 mins 9 secs | |
Ad breaks | 7 | 27 mins 29 secs |
7th May | Ad break duration | |
Segment 1 – Show Starts | 19:35:48 | |
Adbreak 1 starts | 19:46:03 | 4 mins 20 secs |
Segment 2 starts | 19:50:23 | |
Ad break 2 starts | 19:58:20 | 3 mins 55 secs |
Segment 3 starts | 20:02:15 | |
Ad break 3 starts | 20:10:26 | 3 mins 45 secs |
Segment 4 starts | 20:14:11 | |
Ad break 4 starts | 20:22:48 | 3 mins 30 secs |
Segment 5 starts | 20:26:18 | |
Ad break 5 starts | 20:33:38 | 3 mins 30 secs |
Segment 6 starts | 20:37:08 | |
Ad break 6 starts | 20:48:35 | 3 mins 9 sevs |
Segment 7 starts | 20:51:44 | |
Ad break 7 starts | 20:59:46 | 3 mins 40 secs |
Segment 8 starts | 21:03:26 | |
Program ends | 21:11:17 | |
Program Duration | 1 hr 35 mins 29 secs | |
Ad breaks | 7 | 25 mins 49 secs |
Masterchef:
5th May | Time | Ad break duration |
Segment 1 – Show Starts | 19:32:29 | |
Adbreak 1 starts | 19:51:33 | 3 mins 38 secs |
Segment 2 starts | 19:55:11 | |
Ad break 2 starts | 20:09:22 | 3 mins 17 secs |
Segment 3 starts | 20:12:39 | |
Ad break 3 starts | 20:21:14 | 3 mins 47 secs |
Segment 4 starts | 20:25:01 | |
Ad break 4 starts | 20:31:56 | 3 mins 47 secs |
Segment 5 starts | 20:35:43 | |
Ad break 5 starts | 20:43:37 | 4 mins 2 secs |
Segment 6 starts | 20:47:39 | |
Ad break 6 starts | 20:53:08 | 2 mins 3 secs |
Segment 7 starts | 20:55:11 | |
Ad break 7 starts | 21:00:31 | 3 mins 32 secs |
Segment 8 starts | 21:04:03 | |
Program ends | 21:08:07 | |
Program Duration | 1hr 35 mins 38 secs | |
Ad breaks | 7 | 26 mins 6 secs |
6th May | Time | Ad break duration |
Segment 1 – Show Starts | 19:31:54 | |
Adbreak 1 starts | 19:46:40 | 3 mins 57 secs |
Segment 2 starts | 19:50:37 | |
Ad break 2 starts | 20:00:43 | 3 mins 16 secs |
Segment 3 starts | 20:03:59 | |
Ad break 3 starts | 20:14:43 | 3 mins 47 secs |
Segment 4 starts | 20:18:30 | |
Ad break 4 starts | 20:28:28 | 3 mins 32 secs |
Segment 5 starts | 20:32:00 | |
Ad break 5 starts | 20:39:54 | 3 mins 34 secs |
Segment 6 starts | 20:43:28 | |
Ad break 6 starts | 20:48:44 | 1 min 52 mins |
Segment 7 starts | 20:50:36 | |
Ad break 7 starts | 20:57:32 | 3 mins 37 secs |
Segment 8 starts | 21:01:09 | |
Program ends | 21:08:20 | |
Program Duration | 1 hr 36 mins 26 secs | |
Ad breaks | 7 | 23 mins 35 secs |
7th May | Time | Ad break duration |
Segment 1 – Show Starts | 19:32:04 | |
Adbreak 1 starts | 19:47:01 | 3 mins 56 secs |
Segment 2 starts | 19:50:57 | |
Ad break 2 starts | 19:57:22 | 3 mins 28 secs |
Segment 3 starts | 20:00:50 | |
Ad break 3 starts | 20:12:35 | 2 mins 46 secs |
Segment 4 starts | 20:15:21 | |
Ad break 4 starts | 20:24:38 | 3 mins 37 secs |
Segment 5 starts | 20:28:15 | |
Ad break 5 starts | 20:36:46 | 4 mins 59 secs |
Segment 6 starts | 20:41:45 | |
Ad break 6 starts | 20:47:05 | 1 min 32 secs |
Segment 7 starts | 20:48:37 | |
Ad break 7 starts | 20:55:25 | 3 mins 38 secs |
Segment 8 starts | 20:59:03 | |
Program ends | 21:03:06 | |
Program Duration | 1 hr 31 mins 2 secs | |
Ad breaks | 7 | 23 mins 56 secs |
House Rules:
5th May | Ad break Duration | |
Segment 1 – Show starts | 19:32:15 | |
Ad break 1 starts | 19:44:26 | 4 mins 6 secs |
Segment 2 starts | 19:48:32 | |
Ad break 2 starts | 19:54:41 | 4 mins 15 secs |
Segment 3 starts | 19:58:56 | |
Ad break 3 starts | 20:11:29 | 3 mins 55 secs |
Segment 4 starts | 20:15:24 | |
Ad break 4 starts | 20:23:25 | 4 mins 25 secs |
Segment 5 starts | 20:27:50 | |
Ad break 5 starts | 20:34:58 | 3 minutes 5 seconds |
Segment 6 starts | 20:38:03 | |
Ad break 6 starts | 20:44:07 | 3 mins 45 secs |
Segment 7 starts | 20:47:52 | |
Ad break 7 starts | 20:57:49 | 4 mins 44 secs |
Segment 8 starts | 21:02:33 | |
Show Ends | 21:09:54 | |
Program Duration | 1 hr 37 mins 39 secs | |
Ad breaks | 7 | 28 mins 15 secs |
6th May | Ad break Duration | |
Segment 1 – Show Starts | 19:31:54 | |
Ad break 1 starts | 19:47:45 | 4 mins 6 secs |
Segment 2 starts | 19:51:51 | |
Ad break 2 starts | 20:03:41 | 4 mins 14 secs |
Segment 3 starts | 20:07:55 | |
Ad break 3 starts | 20:15:02 | 3 mins 1 sec |
Segment 4 starts | 20:18:03 | |
Ad break 4 starts | 20:24:38 | 4 mins 19 secs |
Segment 5 starts | 20:28:57 | |
Ad break 5 starts | 20:34:01 | 3 mins 50 secs |
Segment 6 starts | 20:37:51 | |
Program ends | 20:44:23 | |
Program Duration | 1 hr 12 mins 29 secs | |
Ad breaks | 5 | 19 mins 30 secs |
7th May | Ad break Duration | |
Segment 1 – Show starts | 19:32:35 | |
Ad break 1 starts | 19:46:31 | 4 mins 6 secs |
Segment 2 starts | 19:50:37 | |
Ad break 2 starts | 19:57:05 | 4 mins 11 secs |
Segment 3 starts | 20:01:16 | |
Ad break 3 starts | 20:07:37 | 4 mins 10 secs |
Segment 4 starts | 20:11:47 | |
Ad break 4 starts | 20:22:57 | 4 mins 55 secs |
Segment 5 starts | 20:27:52 | |
Ad break 5 starts | 20:36:01 | 5 mins 14 secs |
Segment 6 starts | 20:41:15 | |
Program ends | 20:48:05 | |
Program Duration | 1 hr 15 mins 30 secs | |
Ad breaks | 5 | 22 mins 36 secs |
Data supplied courtesy of Ebiquity.
Most sane people can’t watch a show on commercial TV anymore – too many ads.
A major reason for the rise of the ‘box set’.
User ID not verified.
I Foxtel IQ every single tv show I watch-because of advertising and the length-all they have managed to do is lose me all together – should have kept in reasonable!
User ID not verified.
Confirmation of what we suspected, treating viewers and advertisers like muppets, very short term thinking, and encourages channel flicking, thank goodness for the PVR.
User ID not verified.
[quote] “And a Channel Seven spokesman said: “Seven takes its broadcasting responsibilities very seriously and has sophisticated scheduling systems in place to ensure we do not exceed the permitted advertising limits.” [unquote]
I watch one particular programme on seven regularly, and I am very cross when the dialogue in a particular scene is cut before it naturally terminates to allow for ads.
This practice comes under the heading of rudeness and neglect for the interests of your audience. It is the equivalent of saying “We don’t care if you miss out on your programme, so long as you see and hear all the adverts.”
User ID not verified.
There should be legislation that no more than a certain amount of commercial minutage is permitted per hour. It ruins viewing of these shows to have half the airtime to be adverts, it means we all end up watching it on catch-up to skip the ads!
User ID not verified.
more of a reason why I watch The Voice on its website.
User ID not verified.
The ads and promotions are a complete turn-off for me. I sampled a random 20 minutes of My Kitchen Rules earlier in the year: 40 per cent of the time was consumed by ads and promotional content. I never returned to the show. Commercial radio (talk stations) are just as bad.
User ID not verified.
I thought it was plainly obvious there is a wild unnatural amount of adverts on TV channels in Australia, to the point that any drama or movie that tries to tell a story is unwatchable because of the sheer amount of advert breaks.
Compared to, say, ITV or Channel 4 in the UK that obviously place the ads at much better moments, and appear to have less ads (definitely during movies, but almost always ONLY at the halfway point of a show and between shows, never the very annoying habit of two minutes before the end of a show).
User ID not verified.
Not to mention that anyone who works for television scheduling has trouble with telling the time. That and their habit of increasing the volume during ads. Even if they try and say the sound is the same level, only thicker.
User ID not verified.
What really annoys me is their advertorials during their morning ‘news’ shows. These should also be counted as commercials in determining if they have exceeded their guideines
User ID not verified.
We watch any series on DVD; the occasional one we see on ‘Free’ TV usually has TVC segments longer than the little bits of program that flash through — especially towards the end of the show. They even do it with the (usually) crap programs on the secondary channels.
Gave up watching drama on TV long ago, buy the DVDs. Gave up Fockstel as well…pay to watch ads? I don’t think so.
As for the undeniably louder volume during breaks: fancy lying about that when the TV set shows the volume levels. Treating us like 3-year-olds — and I’m over it. ‘Not going to put up with it any more’ as the crazy guy said in Network.
User ID not verified.
From many of your comments, self regulation does not seem to be working well. Most of us, enjoy our TV and are looking at ways to limit the tsunami of advertising.
When will the head honchos get the message?
There some reports of relaxing media rules in the weekend papers from Mr Turnbull? Do we need to write to him and our local member and explain that from a viewers perceptive the current model is irrevocably broken?
User ID not verified.
The deliberate running of shows late is called “bridging” within the industry. Yes the networks have a name for it – unbelievable. The 6 o’clock evening news always starts on time to the second so the networks can run on time if they want to.
We have a PVR and record everything and rarely watch live TV anymore. Our Beyonwiz PVR lets us press a button to skip forward 30 seconds during playback of recordings. Press it 5 times – no ads.
It’s no wonder the TV networks are loosing to illegal downloading of TV shows that are earlier, have no ads, are in HD & surround sound unlike Aus which are broadcast in SD and stereo months later. My mother had Downtown Abbey Season 3 on DVD months before it was on 7. Aus FTA networks treat their viewers with absolute disdain. The ACMA must be made to regulate them and stop the self regulation via the Code of Practice that clearly isn’t working.
Also the main channel of each network should be either HD or simulcast in SD & HD as Australia has gone backwards with the primary channel of each network which the major shows are broadcast is SD only now! In 2010 we had all the major shows in HD but not 2014.
User ID not verified.
Hey everyone!
Its all about the money for the Networks. Anyone surprised?
If a show rates, they slam up the commercial content available and reap the revenue rewards.
We all have choices. We can PVR or use the Foxtel box (if you are silly enough to pay for the privilege of watching ads) ……and many of us do.
So why whinge? The advertisers are not voting with their feet & in the case of the Voice, neither are the viewers – 1.8m a night.
Personally I can’t see the issue as we all have choices as to how we consume the content.
User ID not verified.
The ads are bad enough but its the interminable repitition of house ads that really p#ss me off. I haven’t watched any of the big shows this year because I’ve already watched them .
But the free to airs are bastions of virtue when compared to Foxtel – and more particularly the lifestyle channels. Those bastards will cut a program mid-word to put their house ads in -exactly the same one you saw ten minutes before, and ten minutes before that ad nauseum. We no longer watch any channels “live” – we record just about everything and flash through the ads at 30X.
Did you hear that, advertisers? We’re not alone!
User ID not verified.
we pay for Foxtel and are bombarded by advertising to the point of now having to record programmes to later view giving you the option of fast forwarding the advertising crap, i wonder how many others are now doing the same, i bet the advertiser would love those statistics, F__k you Foxtel.
User ID not verified.
They can do as they like cos they know the people looking after the public are gutless
User ID not verified.