About Us

This service has come out of many years of co-operation between Clearcast and CRS. With TV ads having to be checked for compliance with the Ofcom (ITC) Guidance note for licensees on flashing images and regular patterns, Clearcast has for many years been a user of the tests we are now making available online.

The two companies have wanted to make the tests more easily available, especially since all audio-visual material should comply with the guidelines since September 2010 under the new CAP non-broadcast (clause 4.7) and BCAP broadcast (clause 6.7) codes.

Clearcast

Clearcast was founded in 2008 by Britain’s eight largest commercial broadcasters to simplify the process of getting advertising to air. Incorporating the BACC, we are building on over fifty years of experience of being a partner in the creative process for TV advertising.

The services that we provide are based on our core strengths:

  • Compliance. We have 50 years expertise in ensuring that television advertising complies with the BCAP code.
  • Advertising processes. We are uniquely positioned to streamline the advertising copy chain to the benefit of everyone that advertises on TV and wider audiovisual media.
  • Metadata. We hold a range of metadata related to commercials ranging from artists and music featured to advertising restrictions.

We’re developing rapidly and happy to discuss potential business partnerships that match our areas of expertise.

Advertising Preclearance

It is broadcasters’ responsibility that all ads transmitted are compliant with the BCAP TV Advertising Standards Code and most broadcasters entrust this responsibility to Clearcast. Our copy clearance team considers around 29,500 scripts and view 55,000 commercials every year.

As a part of the clearance, all TV ads have to comply with the Ofcom (ITC) Guidance note for licensees on flashing images and regular patterns.

Compliance of other Audio Visual Media Services, e.g. VOD

In 2009 we launched a compliance service for VoD advertising to help our clients comply with the Audio Visual Media Services Regulation. VoD ads are advised against the CAP (non-broadcast) code, if unique to VoD. Ads that cleared for linear TV will automatically be considered for compliance for VoD.

Attribution

Our Attribution service underpins the analysis of television advertising in the UK. We are responsible for validating data for all BARB reported commercial copy transmitted on UK television and attributing it to a product, advertiser, advertising holding company, and buying agency. This facilitates a range of activities from media auditing to lead generation to share of voice analysis.

For any further queries regarding Attribution please contact Debbie Lawson at IMD on attributions@imdplc.com or +44 (0) 20 7468 6630

Music Reporting

Clearcast is responsible for reporting the usage of music in commercials to rights societies.

Cambridge Research Systems Ltd.

Cambridge Research Systems was formed in 1986 as a partnership between Tom Robson, an electronics engineer, and his father, John Robson, a distinguished Vision Scientist at Cambridge University.

Their idea was to improve the way vision science experiments were performed, by using emerging personal computer technology to display dynamic images on cathode ray tube displays.

From these roots, Cambridge Research Systems has grown into the leading supplier of tools for vision science and we now offer a wide range of visual stimulus generators, eye trackers, stereo, 3D, contrast and colour tests and other specialist scientific products through our website at www.crsltd.com.

In 2000, Cambridge Research Systems was approached by Professor Graham Harding, an expert in photosensitive epilepsy who had been acting as a consultant to the television industry for many years. As Head of Vision Sciences at Aston University, Professor Harding was a long-standing customer of Cambridge Research Systems, and knew that our expertise in creating tools for vision science would be invaluable in creating an automated system to check broadcast images for stimuli likely to provoke photosensitive epilepsy.

Through this collaboration, the Harding Flash and Pattern Analyser was developed. (See www.hardingfpa.tv for more details)

Since then continued development and worldwide sales have seen the HardingFPA become ‘the’ standard for video analysis.