Ofcom unlikely to refer TV advertising market to Competition Commission

Competition watchdogs do not need to pore over the operation of Britain's £3.5bn television advertising market, a review by the media regulator is expected to conclude on Thursday. Ofcom chief executive Ed Richards, who initiated the review in March , is not expected to have found evidence that broadcasters and agencies are abusing the system that would warrant a referral to the Competition Commission. The review, the first in-depth look at television ad sales, is not thought to have found "reasonable grounds" for suspecting that the way broadcasters and media agencies buy 30-second spots for advertisers distorts or restricts competition in the market. It is understood that in submissions to Ofcom from interested parties across the industry there was very little appetite for a wholesale change to the current trading system. Nearly all the submissions from advertisers, who theoretically may have had the most cause to complain if they felt they are not getting value for money from the current system, did not believe an overhaul is necessary. "Prices are cheaper than they have been for years, there is plenty of competition and advertisers are getting a good deal," said one source. "Why change it?" Ofcom, which is expected to announce the full findings of the review on Thursday morning, declined to comment. Last year the Competition Commission ruled that CRR – which was designed to prevent ITV abusing its dominant market position – should remain in place . • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. If you are writing a comment for publication, please mark clearly "for publication". • To get the latest media news to your desktop or mobile, follow MediaGuardian on Twitter and Facebook .