What is Clearcast?
Clearcast is the specialist company, owned and funded by eight leading commercial broadcasters, ITV, GMTV, Channel Four, Five, Sky, IDS (Virgin Media), Viacom and Turner, all of whom are represented on Clearcast's board. On behalf of broadcasters, and in accordance with their Ofcom licences, Clearcast advises on and clears commercials, against the TV Advertising Standards Code (the Code), before they are broadcast. Clearcast also manages the attribution service which standardises and validates attribution data for all BARB reported commercial copy transmitted on TV in the UK and reports attribution for transmission by UK broadcasters in the Republic of Ireland.
What is Ofcom?
Ofcom is the regulator for the UK communications industries with responsibilities across television, radio, telecommunications and wireless communications services. It is responsible for licensing UK television services on analogue and digital terrestrial, cable and satellite.
Which advertisements should be submitted to Clearcast?
Ads intended for broadcast on analogue and digital terrestrial, cable and satellite channels owned by ITV, GMTV, Channel Four, Five, Sky, IDS (Virgin Media), Viacom and Turner, should be submitted to Clearcast for approval.
What is the procedure for getting Clearcast approval?
Pre-production scripts and rough-cut or finished commercials should be submitted to Clearcast, to the relevant assigned individual. For those that subscribe to it, pre-production scripts and films can be uploaded digitally to Clearcast's digital clearance system. Please see our Clearance Procedures for full details on how the clearance process works.
Does Clearcast approve ads for other broadcasters?
Clearcast offers its services to other broadcasters who wish to use them. There is a cost for this service. For further information contact the Editorial Standards Manager at the Clearcast.
How long does clearance take?
The time taken for script depends on its complexity. Straight forward scripts may take only a few days to approve whereas those that require in-depth analysis and, possibly, a consultant's view on technical evidence take longer. Clearcast aims to either feedback on or approve rough or clocked commercials within two days of ingestion.
What is a clock number?
A clock number is a unique identifying code assigned to each finished commercial. The number is used from the clearance process through to transmission and post-transmission reporting.
How is a clock number made up?
The convention for a clock number is that it shows the name of the agency, the client and product, a commercial unique identification number and the commercial length. These codes are punctuated by a "/" to make a 15 character number:
Agency Code (three alpha characters)
Terminator/Client Code (two alpha characters)
Product Code (two alpha characters)
Unique I.D. (three numeric characters)
Terminator/Duration three numeric characters)
Example: DIR/CORP001/030
Who makes up the clock number?
Agencies or advertisers are responsible for making up the clock number.
What is the difference between a roughcut and a clocked commercial?
A roughcut is an unfinished commercial, normally submitted for a Clearcast view before being properly finished. A clocked commercial is ready for transmission and starts with a countdown clock.
What is the Code?
The TV Advertising Standards Code is the set of rules with which ads have to comply. Ofcom has contracted the Committee of Advertising Practice (CAP) to write and enforce the Code. For further details of the Code and CAP go to www.cap.org.uk.
Can an agency or advertiser appeal against a Clearcast decision?
When agreement cannot be reached scripts and/or commercials can be submitted to the Clearcast Copy Committee, which consists of senior representatives from six of the leading broadcasters for a view. The Committee's view on a script or commercial is final.
Do broadcasters have to accept Clearcast-approved ads?
The ultimate decision to accept any ad for broadcast lies with the broadcaster, not Clearcast.
How many commercials does Clearcast approve?
In 2006, 25,369 scripts and 52,600 clock commercials were considered.
Does Clearcast clear ads for broadcast in the Republic of Ireland?
Clearcast clears ads for broadcast on channels that broadcast from the UK into the Republic of Ireland e.g. BSkyB and Channel Four. For further information about clearance for ads broadcast from the Republic of Ireland contact RTE www.rte.ie - copyclearance@rte.ie.
Does Clearcast clear radio ads?
Radio ads are cleared by the Radio Advertising Clearance Centre (RACC). For further information contact the RACC at www.racc.co.uk.
Does Clearcast have counterparts in other countries?
For details of clearance bodies in other European countries contact the European Advertising Standards Alliance (EASA) www.easa-alliance.org.
Does Clearcast deal with complaints about TV ads?
Clearcast is not responsible for considering complaints about TV ads. Viewer complaints are dealt with by the Advertising Standards Authority. For further information contact the ASA at www.asa.org.uk.
What is the attribution service?
The attribution service supplies codes and names matched to unique copy for product, buying agency, advertiser and holding company fields.
Who uses the attribution service?
The data, which also includes Clearcast copy title, telephone number and website and NMR category information, is made available to Nielson Media Research UK subscribers. The data is used by research companies in conjunction with BARB commercial spot data supplied by Nielsen Media Research UK.