RTÉ's prime time ad changes
17 March 09

RTÉ is starting to reduce the advertising minutes during prime time shows, such as the 9 o'clock news, in a bid to increase revenue.

RTÉ is now offering 60 seconds of advertising in each break during its news bulletins, and charging a premium rate for them. It says the lack of clutter justifies an additional cost. It is also offering themed breaks at particular times.

Media buyers were divided on the measure, with some praising RTÉ for its innovation and others saying clients were disappointed at the higher prices.