Home > Research and Market Data > Television research > Reports and Research > Television Promotion > Promotional activity

Executive summary

• As part of Ofcom’s Review of the cross promotion rules this piece of research was commissioned to:

• quantify the amount of promotional activity currently taking place across a selection of television channels
• understand the split between self and cross promotional activity
• understand in detail the type of self and cross-promotion taking place

• Over the analysis period, which consisted of 7 days output across each of the 14 channels[^(-1-)] in the sample, 1,526 hours of output were recorded. In total 9,685 promotional spots were logged and analysed.
• Overall the PSB channels aired fewer promotional spots than Sky One and Discovery. The highest number of spots was on Sky One (1,299), accounting for 13% of the total sample – this may be due to the relatively larger portfolio of Sky channels. BBC1 (566) and BBC2 (438) transmitted fewer spots than ITV1 (776) and Channel 4 (710).
• As part of the analysis, the length of promotional spots was also recorded. The average length of a promotion across the sample was 20.8 seconds. Sky One transmitted the longest promotions at an average length of 26.4 seconds.
• Promotional activity across all the channels in the sample accounted for an average of 3.7% of total output – with the terrestrial channels ranging from 2.2% (BBC2) – 3.2% (ITV1). Promotions accounted for above-average proportions of output on E4 (5.5%), Sky One (7.6%) and Discovery (4.9%).
• Overall, the majority of spots (47%) were transmitted during the centre-break of a programme. The trend was driven by the non-terrestrial channels. Promotional activity on the terrestrial channels tended to take place during the end-breaks (after the end of a programme). The greater volume of promotional activity recorded on the commercial channels compared with BBC channels can in part be explained by the fact these channels have a greater opportunity to promote during programme centre breaks – which do not feature in BBC programmes.
• Across all the spots analysed, the majority (52%) were positioned at the start of the break (centre or end break). This was skewed by the BBC channels - all BBC spots are classified as being positioned at the start of the break as there is no advertising in between the breaks. Based on the activity recorded on the commercial channels only (i.e. excluding BBC promotions), 47% of spots were positioned at the start and 45% at the end – the remaining 8% were positioned in the programme credits.
• 63% of all spots analysed were self promotion spots and a third were cross promotional. However, there are some stark differences across the various channels;

• BBC, Sky and Discovery all aired more cross promotional spots than ITV and Channel 4.
• Around a third of promotions on BBC1, BBC2, Sky One and Discovery were cross promotional compared with 5% on ITV and 11% on Channel 4.
• Cross promotion accounted for well over half of the promotional activity on Sky Sports channels.

• The majority of self promotion messages consisted of building awareness of upcoming events (another day) and more actionable reminders (later today).
• The majority of cross promotion messages were for other television channels or programmes on other channels (75.9%). The most marked differences were on Channel 4, E4 and the non-terrestrial BBC channels which featured proportionately more web-site and support material promotions.

Footnotes:

1.- Channels analysed: BBC1, BBC2, BBC3, BBC4, ITV1, ITV2, ITV3, Channel 4, E4, Sky One, Sky Sports 1, Sky Sports 2, Sky Sports 3, The Discovery Channel.

The full document is available below:

• Analysis of current promotional activity on television [pdf]
  Full Print Version

Back to top