In the first quarter of 2006, an average hour in prime time included more than 17 minutes of commercials and over three minutes of product integrations--accounting for the 35 percent figure, according to TNS Media Intelligence.

In reality programs or unscripted programs, that figure increases to more than 40 percent in an average hour--with 18-plus minutes of commercials plus over seven and a half where product integration is apparent.

Typically, advertisers have objected to clutter caused by heavy commercial loads along with promos and other non-programming interstitials--all of which hampers their ability to break through with their messages. But with product integration on the rise--a recent ANA survey found that 66 percent of marketers are engaged in branded entertainment initiatives--the definition of clutter may be broadened to include the growing tactic, which exposes viewers to more commercialism.

Not surprisingly, reality shows on average had more than triple the product integration time of dramas and comedies. On average, unscripted shows devoted seven minutes and 39 seconds to branded integration, while scripted programs came in at two minutes and eight seconds.

In late-night programming--the Jimmy Kimmel-, Jay Leno-, and David Letterman-headlined shows--the combination of commercials and brand integrations accounted on average for over half the airtime. Over 31 minutes of an average hour was not devoted to celebrity interviews or live concerts, but to commercials and brand integration--22:46 to commercials and 8:41 to product integration.

Regular unscripted series in the first quarter with the highest levels of marketing messages--commercials plus product integration--included NBC's "The Biggest Loser," Fox' "American Idol," and CBS's "Amazing Race." Specials were ABC's "Oscar Countdown" and CBS's "The Price is Right Million Dollar Spectacular."

In the scripted arena, series leading the pack were UPN's "Get This Party Started;" CBS's "Yes, Dear," "King of Queens," and "Love Monkey;" and NBC's "Heist." Three of those series were quickly cancelled: "Get This Party Started," "Love Monkey," and "Heist."

Brand Appearances, Advertising Per Network TV Hour

                              -----Minutes:Seconds Per Hour------



                                   Brand          Ad      Brand/Ad

                             Appearances    Messages         Total

Network Prime-Time Average          3:22       17:38         21:00

Unscripted Programs                 7:39       18:06         25:45

Scripted Programs                   2:08       17:31         19:39

Network Late Night Average*         8:41       22:46         31:27

Top Shows In Terms Of Brand Appearances/Ad Clutter

                                -----Minutes:Seconds Per Hour------



                                       Brand         Ad    Brand/Ad

                                 Appearances   Messages       Total

Oscar Countdown (ABC)                  31:28      17:50       49:18

Price Is Right/Million Dollar (CBS)    28:08      16:25       44:33

Biggest Loser (NBC)                    22:48      17:56       40:44

American Idol (Fox)                    21:29      18:57       40:26

Get This Party Started (UPN)           18:38      18:35       37:13

Amazing Race 9 (CBS)                   17:32      16:27       33:59

King of Queens (CBS)                   10:56      17:03       27:59

Yes, Dear (CBS)                        10:22      16:17       26:39