Too many radio, TV ads push people to avoid commercials

MANILA, Philippines - The country should strictly enforce limits on radio and television ads that have cluttered the media, leading the public to avoid commercials altogether for interrupting regular programming. Speaking on the sidelines of a marketing conference last week, McCann WorldGroup Asia, Philippines, Regional Chairman Emily Abrera said too many ads have taught televiewers and listeners to change channels at the first sign of advertisements. "I think that is one of the biggest problems because when the audience does not [view or listen to] ads, then the money that advertisers spend for is wasted," she pointed out. Ms. Abrera was responding to a study showing that local TV stations allot 25 to 30 minutes to commercials for every hour of programming. By overloading people with ads, "we are making people avoid commercials," she added. Earlier this year, the Kapisanan ng mga Brodkaster ng Pilipinas (KBP) ordered members to limit ads to 18 minutes for every programming hour. In an interview, ABS-CBN Spokesman Bong Osorio said they are complying with the limit, which rival GMA Network said is anti-competitive. - BusinessWorld