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The Thin Blue Line between Monitoring Advertising Rules and Commercial Freedom in Broadcasting: The Case Study of Product Placement

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Private Television in Western Europe

Part of the book series: Palgrave Global Media Policy and Business ((GMPB))

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Abstract

Private broadcasters experience difficult economic times as advertising revenues are decreasing. The decline in advertising revenues is in the first instance caused by the increase in media outlets and audience fragmentation (Berte, 2010; Picard, 2000). The public migrates to new devices and providers for content and, hence, advertising shifts as well (IBM, 2007). Moreover, new technologies (like the video recorder) give viewers the opportunity to skip ads (ANA/Forrester Research Study, 2006; Goetzl, 2006; Smith and Krugman, 2011).1 As a result, the end of the 30-second spot has been announced on multiple occasions (ANA/Forrester Research Study, 2006; IBM, 2007). It comes as no surprise that these evolutions pose a significant threat to the traditional advertising model for television (IBM, 2007).

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Authors
  1. Katrien Lefever
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Editors and Affiliations

  1. Vrije Universiteit Brussel, Belgium

    Karen Donders , Caroline Pauwels  & Jan Loisen ,  & 

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© 2013 Katrien Lefever

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Lefever, K. (2013). The Thin Blue Line between Monitoring Advertising Rules and Commercial Freedom in Broadcasting: The Case Study of Product Placement. In: Donders, K., Pauwels, C., Loisen, J. (eds) Private Television in Western Europe. Palgrave Global Media Policy and Business. Palgrave Macmillan, London. https://doi.org/10.1057/9781137017550_16

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