As you drive into work in the morning, do you find it hard to track down anything but advertisements on the radio dial? It is becoming increasingly difficult to sidestep the maddening sponsorship jingles, vapid slogans, blatant plugs and naff music that appear to be clogging up the airwaves, especially in prime time.
The stuff seems to be everywhere. But new figures from the Broadcasting Commission of Ireland (BCI) show that some stations and some presenters are doing their best to deluge us with even more advertising and sponsorship material.
The BCI discloses that in 2003 there were 32 breaches of the section of the Radio and Television Act, which restricts the amount of air time stations can dedicate to advertising. Under the Act, stations cannot devote more than 10 minutes per hour to advertising or 15 per cent of the total broadcast day.
While most stations appear happy to comply with this, nine of the 41 licensed stations tried to squeeze in a few minutes more. One unnamed station was notified it had breached the 10-minute limit eight times.
It can be hard for stations to get these things right of course, but stations are not just being naughty by letting advertising minutes run over. Another slightly more sinister trend has also developed where presenters excessively plug certain products and services. Broadcasters have also been warned about plugging slimming and alcoholic products too often on air.
Whether these things are happening by chance or because presenters are coming under pressure from station managements is not clear.
While radio remains generally free of product placement techniques (unlike television), there were 49 breaches of the BCI's code on commercial broadcasting in 2003. Either way, the listener is probably feeling a little bamboozled and would rather listen to some music.
Children's code
Meanwhile, the BCI has tightened up its code on children's advertising following a third round of consultations with interested parties, including the advertising industry.
The changes from the last draft are mainly technical in nature. For example, the earlier proposal to have a toothbrush symbol accompanying advertisements for sugary products has been dropped. Instead a more straightforward written warning will run at the bottom of the screen during such advertisements.
The most contentious proposal - to stop celebrities fronting children's food and drink campaigns - is being retained. This would probably end advertisements which feature the likes of Gary Lineker with Walker's Crisps or Roy Keane's previous outings with 7-Up.
Reaction from IBEC's Food and Drink Industry Ireland group has been negative. It points to the various unnecessary restrictions which remain.
Ms Orlaith Blaney, managing director of Dublin agency McCann Erickson, was more sanguine about the code. "The code overall is positive and balanced. The bulk of the issues raised by the advertising industry, via the Institute of Advertising Practitioners in Ireland (IAPI), have been addressed.
"I am not sure if younger children will be able to take in a 'health message' on screen around dental health, and look forward to hearing about the proposed wording and how this is intended to work," she said.
The best way for children to learn about these issues was through comprehensive education on nutrition at school level, she added.
The restriction on the use of celebrities to front children's campaigns remained a concern for advertisers. "In relation to advertising food and drink, celebrities may still advertise food and drink, but not within advertising considered children's advertising. This is still being challenged as the industry believes that children of 15 and up are capable of understanding the role of the celebrity endorser in advertising."
Sky has limits
The start of the English and Scottish Premier League seasons is just around the corner and for the first time in many years Sky Sports will not have everything its own way when it comes to broadcasting live matches in Ireland.
While Sky retains the vast majority of broadcast rights for Ireland, NTL and Setanta have secured a few crumbs from the rich man's table. NTL's 340,000 subscribers will be able to access a range of matches as part of their basic package from August 7th following a deal with Setanta.
Described as Ireland's "only dedicated sports channel", Setanta Sports will be available on the channel currently shared between Nickelodeon and the Music Factory. Initially this channel will mainly just show the games, but Setanta hopes to add other content at weekends as the season progresses.
From January 2005, Setanta Sports will extend its broadcast to seven days a week.
Mr Niall Cogley, chief executive of Setanta Sports and former head of sport at RTÉ, says that during August the channel has a number of major matches from the Scottish Premier League and the English Premiership including teams such as Celtic, Rangers and Manchester United.
RTÉ also has plans to show a selection of English Premiership games this year on a free-to-air basis.
The Setanta package is a mixed bag and one wonders how many Irish viewers will be enthralled at the prospect of watching the first game on August 7th, Rangers v Aberdeen!
In an ironic twist NTL is also promoting pay-per view matches on Sky Sports, telling viewers they can get these games in one package rather than booking them individually.
Transit sponsorship
Would anyone object to Heuston Station being sponsored by McDonalds, or maybe Starbucks putting its name on the front of Connolly Station?
The transport authorities in New York are pondering just such controversial sponsorship arrangements, advertising journals report this week.
The city's metropolitan transportation authority has advertised for sponsors for trains, stations and lines in the New York City area. While some people have taken fright at the idea of Coca-Cola Times Square or McDonald's Penn Station, the city believes it could tap into a rich source of revenue.
While some New Yorkers have already voiced concerns about the idea killing the city's heritage, mayor Mr Michael Bloomberg is a big supporter of sponsorship deals.
Several pressure groups argue that New York is already saturated with advertising. But with seven million people using the New York train system every day, there is no doubt sponsors could live with the resentment of anti-advertising pressure groups in order to get a chance to reach some of these valuable commuters.
Emmet Oliver can be contacted at eoliver@irish-times.ie
