Bogle makes plea for ad breaks to be restructured

Bartle Bogle Hegarty chief executive Nigel Bogle has called for advertising breaks to be restructured to give ads the opportunity to engage with viewers and to stand out not only against other ads but also programming content.

Speaking yesterday (Tuesday) at Marketing Week’s TV 2004, Bogle called for broadcasters to consider shorter breaks, solus breaks showcasing just one ad and “premier” event breaks that contain advertising that is being broadcast for the first time. He also asked broadcasters to be more open to advertiser-funded programming.

“Give us a break,” he said. “Give us shorter breaks, a solus break and premier breaks that exclusively launch new campaigns.”

He admitted that regulatory restrictions could prove to be a difficulty, but appealed to delegates at the conference to get involved in a dialogue about how to achieve change.

Only the highest ad spenders could now hope to get their brand message heard on TV through repetition alone said Bogle, who warned that many senior advertisers are considering shifting some of their TV budget to other media.

He said this was due to increasing fragmentation of media, increased on-air clutter and over-powering programme content, such as Footballers’ Wives, which can end up making the ads in-between look lame.

Talking about the future, he said advertisers would need to make sure that their advertising is “engaging” and that the creative idea can be extended beyond spot advertising.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here