ITV to double the length of sponsorship bumpers

In accordance with the greater flexibility new OFCOM rules allow, MediaGuardian is reporting ITV will double the length of it's sponsorship bumpers from January.

The first sponsor ad at the beginning will remain at 15 seconds, with those at the beginning and end of each ad break being doubled to 10 seconds. The final sponsor at the end of the programme will be cut to 5 seconds.

From next year sponsorship bumpers will also be allowed to highlight the benefits of the products, but can't include the price or encourage viewers to buy them.

That's bad news. I can't stand sponsorship ads.

I dunno what they are, but crap!

like you then?

The ones I don't like are the ones like the Homebase one that was built into the break bumper on Carol Vordamen's "we wreck your house" show. I much prefer a sponsorship bumper to be seperate from the show it is sponsoring.

Remember when This Morning's BT sponsorship was actually part of the opening titles? I think it was the same for Surprise Surprise too.