Nearly two-thirds of viewers would prefer to see the BBC funded by
ads rather than by the licence fee.
In a NOP poll conducted exclusively for Marketing, 61% of people said
that they would be happy for the BBC to scrap the pounds 97 licence fee
and take the ad route.
John Hooper, chairman of the Incorporated Society of British
Advertisers, welcomed the results: ’Advertisers are paying too much
because of ITV’s monopoly. We’d like to have some access to advertising
on the BBC.’
A BBC spokeswoman said: ’The licence fee underpins our stability and
This week Envision, a consortium involving WPP companies led by DM
agency OgilvyOne, along with the Post Office and computer firm Bull, was
appointed to collect the licence fee.
Leader, page 3 and Media, page 12.
This article was first published on Marketing