Viewers' attitudes to advertising changes on PSB channels

Ofcom has commissioned new audience research to support our review of the quantity and scheduling of television advertising on public service channels.

The research explores the potential audience impact of proposed changes to our code on the scheduling of television advertising (COSTA).

Views on potential changes to the code

This qualitative research explored viewers' attitudes towards television advertising, and specifically their views on potential changes to COSTA.

Awareness of advertising minutage on television

This quantitative survey tested audience awareness of, and reported viewing behaviour towards, advertising minutage on television.

Fieldwork took place during the period in which broadcasters were permitted to recoup advertising minutes that they had not used during the period of national mourning in September 2022, meaning that during the recoupment period respondents were exposed to more advertising minutage than they would have normally been.

BARB data analysis: viewing habits and distribution of advertising minutes

We have analysed data from BARB to explore viewers' habits. We have also broken down the 24-hour day into one-hour slots, to see how many advertising minutes were shown in each hour. This analysis covers a number of channels.