2024 was another brilliant year for us, filled with significant development, both internally and externally. At the start of each year, we like to share a few key stats and highlights of the previous year, to bring to life the impact we had on the industry.
Ad Clearance
Ad clearance kept up its impressive momentum, achieving remarkable results as it does every year. Plus, with the introduction of a new ad clearance system, the team put in extra effort to ensure your scripts and videos were processed efficiently last year. As well as this, they began clearing Ad pause for Channel 4, showcasing the adaptability of ad clearance for new formats.
- The team reviewed 26,041 scripts and saw 48,562 filmed ads
- They approved over 30,000 clocked ads for TV
- Remarkably, only 13 of these approved ads (accounting for less than 0.1%) were upheld by the ASA. An improvement on last year’s 19 uphelds.
An industry system transition
2024 saw the TV ad industry transition from our legacy clearance system, CopyCentral, to The Library, for all stages of the clearance process. As with any new system, it hasn’t all been smooth sailing, but we’re grateful to our users for their patience. The system is built to support the future of ad clearance, and we’re committed to its ongoing development and refinement.
- Migrated over 6,000 users to The Library for clearance
- Trained over 500 users to use the new system
- Mobile friendly clearance
- One system, one process!
Our extraordinary extra services
Our extra services smashed it too! We originally created these add-on services to make sure we could get all types of ads, with all types of deadlines, to air, so, we’re glad that awareness and use of them is increasing.
- We trained over 1,000 of the industry with 100% recommending our certificate courses.
- Copy Development attended 5 jobs live on set, 13 jobs out of hours and 50 Copy consultant meetings
- We delivered 150% more ads than in 2023, distributing to 190% more destinations – all in under 6 minutes (on average)
- Our Fast Track team sped up 5,133 of your clearances
- The TV Admin team doubled in size to meet the demand of new clients and jobs
Our top highlights
EASA Best Practise award Winner – We were awarded the first ever ‘Social lmpact Award’ for our #AdsForAll campaign at the EASA 2024 Best Practice Awards ceremony.
Spotted! We were on the Telly! – We featured in the voiceover and the closing frame in the TV ad of the latest ASA campaign.
We’re looking forward to another big year, with many projects bubbling away already. This year marks the 70th anniversary of the first TV ad broadcast in the UK (shout out to Gibbs SR Toothpaste) and with ad clearance not far behind, we’ll be reflecting on and celebrating this in 2025. Be on the lookout for ways to join us!
