IAA - UAE speaks to Jan Zijderveld regarding the controversial issue of ad clutter in the region’s TV, as broadcasters have hit back after major TV advertisers claimed some channels are failing to keep to agreed ad limits and that clutter is reaching “dangerous” levels.

As the IAA UAE revealed earlier this month, the ABG (Advertisers’ Business Group), formerly the GCC-AA, has condemned clutter levels.

The ABG, whose members represent around 75% of the estimated US$300m regional TV ad market, said the medium is suffering from “over-commercialisation” that is having a negative effect on both commercials and programming.

Jan Zijderveld, chairman of both the ABG and Unilever North Africa & Middle East, said local practices are falling short of global best-practice standards.

He added: “The issue of TV clutter is impacting the effectiveness of our ad spend.”

The comments provoked a strong defence from the region’s major TV industry players.

Pierre Choueiri, Group MD, Choueiri Group, whose various companies act as media representatives for prominent media groups including the MBC Group, Dubai Media Group and LBC Group, said clutter levels have been kept low during the past three years.

He added that 95% of advertising occurrences across the group’s channels are now within the agreed advertising-minutes-per-hour time limit.

The only exceptions are “the few seasons where demand from advertisers (especially the larger multinational FMCGs) becomes exceptionally high”, according to Choueiri.

He said: “Responding to the needs of our media partners, advertising agencies, as well as major advertisers, we at the Choueiri Group have consistently endeavoured to address the critical issue of clutter in TV advertising.”

Choueiri added that the group will continue to work with clients, ad agencies and media partners to “eradicate clutter during ‘high-demand’ periods.”

Mazen Hayek, group director of marketing, PR & commercial, MBC Group, meanwhile, acknowledged “there may be an issue of clutter” but said advertising levels are closely monitored, especially during high seasons and prime-time slots.

He added: “Several actions are taken and are being implemented to preserve both advertisers and viewers’ interests, with the aim to bring closer local practices to global best practice standards.”

Hayek said MBC strives to provide advertisers with the highest possible ROI, and added that the cost per GRP (Gross Rating Point) is “still relatively under-valued, under-priced and way below international norms.”

“There’s a huge amount of pressure from advertisers to get their ad spots onto our screens – particularly during The Holy Month of Ramadan and peak times, a pressure often coupled with a reluctance on their part to submit to an auctioning system for ad spot pricing, which is how it might be run elsewhere”, he added.

The number of free-to-air channels in the region continues to explode, with 120 new channels being launched in 2007 alone.

And with 2008 fast approaching, the issue of ad clutter shows no signs of disappearing.

In a region like the Middle East, with such a rapidly-growing ad industry, it is perhaps natural that a certain tension exists between advertisers and TV channels.

One thing that both sides seem to agree on is that greater co-operation and mutual understanding is needed if the issue of clutter is ever to be resolved.