One wonders what ATV is trying to say here.  The Times is probably an ideal place for ATV to make this free market point, but why is the point needed in 1961?  Perhaps before the start of ITV, perhaps in the difficult first year.  Perhaps even in the run up to an election (though the advert would be aimed against the party supported by most of ATV's senior shareholders).

But 1961 appears to be a year without threat.  ATV is surfing the crest of a wave, with popular and populist programmes making the company more money that it knew what to do with.  Other arms - record publishing, programme exports - were also doing superbly.  But perhaps not well enough?

The answer is the Pilkington Report.  The then-government wanted to put ITV on a leash, holding back the rampant profits and forcing a more pro-Government line in programming.  The Report when published would demand this, and give air to the idea of merging the BBC and the ITA into a state-run monopoly.  It never happened, not least because of adverts like these.