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Business of TV Sport
Sportel Monaco 2011

Rai, Mediaset and Sky Italia facing fines over ‘mini-spots’

Italian broadcasters Rai, Mediaset and Sky Italia are facing fines of up to €258,000 each in a probe into the use of ‘mini-spot’ advertisements which was launched this week by the Guardia di Finanza, the Italian financial police.
Investigators are studying the use of the short ads in 25 matches across the Uefa Champions League, Europa League and the Coppa Italia, the Italian cup, during the 2009-2010 season. The finance police have passed their findings to the country’s communications authority, l’Autorità per le Garanzie nelle Comunicazioni, which is responsible for monitoring television advertising.

The ads – often lasting only several seconds – command high prices because they are dropped into the broadcasting of live football. This ensures that, unlike adverts at half-time, where viewers may switch channels or leave the room, the mini-spots will be definitely seen by the television audience. However, existing European and Italian rules say that the ads should only be used when there is a “natural pause” in play.