TV advertising rates are currently based on ITV average station price, which is calculated by dividing advertising revenue by the number of people viewing the ads in an ITV region.
There are concerns that if this method of calculating the cost of airtime remains in place, a merged ITV could charge what it likes for airtime, because it will control more than 50% of UK ad revenues.
Advertisers already complain that they are forced to pay high rates even when audiences are low.
Under the proposed system, the cost of airtime would rise when ratings are high, but would fall if programme ratings disappoint, according to a report in The Times.
The new system is understood to be one of four concessions the companies are offering to make in an effort to push the merger through. The main sticking point for the deal is the issue of its sales houses.
Although most agree that a merged ITV will benefit the viewer as it will enable the company to invest more in programming, rival broadcasters and advertisers are against a merger of Carlton and Granada's respective sales houses.
Most believe that both sales houses should be spun out of ITV and act independently as sales houses for ITV. However, Carlton and Granada are thought unlikely to want to proceed with the merger that is what is called for. Another option on the table is for one of the sales houses to be sold off.
A date of June 25 has been set for the Commission to deliver its final report. The Trade and Industry Secretary, Patricia Hewitt, will then make a decision on the merger.
News of the system nudged shares in both companies up this morning. At 8.40am Carlton rose 1.5% or 2p to 137.5p, while Granada rose 1.5% or 1.25p to 87p.
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