Ster does warn against price increases in advertisements because less and less television is being watched. This also reduces TV advertising time. “Because TV advertising time is decreasing and Ster cannot commercially exploit its online space, price increases are the result. Last year around this time, I predicted a 25 percent rate hike for TV. That seems to be coming out at the moment,” says Frank Volmer, director at Ster in an explanation. “If the situation does not change, I do not rule out price increases of more than 40 percent in 2023,” he continues.
It was previously announced that Ster must reduce the amount of commercial television advertising time, in accordance with an earlier cabinet decision. Until 2027, the annual legal maximum number of minutes of advertising on TV will be halved in steps.
Watch our Show & Entertainment videos below: