Review of BCAP’s guidance on the use of superimposed text in TV advertising


Revisions to the guidance will set a higher bar in the following areas:

 Particularly significant qualifying information should be given sufficient emphasis; this may include holding certain information on screen for longer.
 A stricter approach to contrast between the supers and background should be taken.
 Use of shadowing and edging effects to improve legibility will be further discouraged owing to its potential to blur text.
 Greater care should be taken over the choice of typeface to avoid the use of ‘stretched’, elongated text.
 Supers should be placed at the bottom of the screen and centred.
 Shorter, centred supers are preferable to the use of full-line supers.
 Marketers must take care to avoid a detrimental impact on viewers when their attention is drawn to other ad content, including imagery or written messaging, at the same time as a super.
 Where numbers are presented in a super, viewers should not be expected to make additional calculations in order to have full understanding of the information presented.

There will be a two-stage transitional period. The revised guidance will come into effect on 1 March 2019. Initially, the ASA will seek to resolve cases informally, issuing advice based on the guidance to advertisers on how to improve potentially problematic supers. It will start to consider cases formally from 1 September 2019.

Read the full document here BCAP guidance

Top 50 TV for 2018

Top Programmes 2018

Below is the list of the Top 50 Programmes on Televsion in Ireland in 2018. The highest rating of all programmes in 2018 was The Late Late Toy Show again1. Interestingly when it comes to entertainment shows, Room to Improve, Mrs Browns Boys and I’m a Celebrity Get Me out of Here all performed exceptionally well, making it into the top 15 shows of the year1.  Home-produced programmes and soaps continued to dominate the top of the ratings chart across all channels.

Sport was a big winner this year again accounting for more than half of the top 50 programmes of the year.  Ireland’s Grand Slam 6 Nations clash against England was the most watched sporting programme of the year.

Weather plays a big role in Irish life and this was reflected in the TV viewing data.  The Beast from the East hit us for a week in March meaning we stayed glued to our sets for an incredible average of 4hr 5mins every day during that week2.

Looking at the Top 50 programmes we can see that “Live” programmes and Events are what audiences want to watch and that’s where a key strength of TV broadcasters lies. TV broadcaster’s ability to provide this content to mass audiences is what makes TV stand out as the super medium.

Source: TAM Ireland Ltd / Nielsen TAM
1 Top Programmes based on Individuals 4+, All Subscribing Channels,  Averaging Option: Any Day, Any Time, Best Episode, Minimum Duration 10 Minutes
2 Based on Average Daily Viewing for week of 26th February – 4th March 2018
Analysis based any time, any  day, best episode.