Despite Efforts By Some Nets, National TV Ad Loads Remain Near All-Time High

Despite a push by some major networks -- notably Fox and NBC Universal's -- to reduce the ad loads in their shows, the average number of ad minutes per prime-time hour remains near its all-time high, according to an analysis released this morning as part of Interpublic's Magna unit's ...

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3 comments about "Despite Efforts By Some Nets, National TV Ad Loads Remain Near All-Time High".
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  1. Darrin Stephens from McMann & Tate, March 21, 2018 at 11:24 a.m.

    National ads are only part of the clutter equation. Network shows contain an additional 7-8 minutes of non-program time including promos, billboards, PSAs, and local time.

    Total clutter in broadcast prime is roughly 18 to 19 minutes an hour, on par with most national cable (except the Viacom non-kid networks, which carry over 20 minutes of non-program time).

  2. James Smith from J. R. Smith Group replied, March 21, 2018 at 11:59 a.m.

    Darrin: Good to point to non-commercial units contributing to clutter.  In our work, we've noted that it's not just the total minutes but also the perception of discrete units"...hence two 15's or adding 5-6 sec commercial bumpers fore/aft of a spot pod aren't doing any good for viewer experience enchancement.  Don't forget first-run syndication.  Will Jeopardy
    be down to "Here's Alex..." and the final quesiton?

  3. Ed Papazian from Media Dynamics Inc, March 21, 2018 at 6:16 p.m.

    Darrin, I believe that viewers have a different attitude towards program promo announcements and PSAs than regular brand selling ad messages. I have seen a number of studies in the past which indicated that many viewers find the promos, in particular, to be helpful in informing them about shows they might not be aware of and might like to watch.

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