National TV Ad Loads Continue To Rise

If the national television marketplace is serious about improving the experience of TV viewers by reducing the amount of commercial clutter, it hasn’t manifested itself so far this year.

The commercial load in the average national TV hour rose to 11.2 minutes in March, an increase of 3.9% from 10.8 minutes in March 2017, according to an analysis of Nielsen data published by securities firm Pivotal Research Group this morning.

Interestingly, Fox Networks, which as been leading the “less is more” charge to reduce the amount of commercial time seen by viewers, has not lived up to its word. According to Pivotal’s analysis, Fox Networks boosted their ad load 2% to 10.6 per televised our vs. only 10.4 minutes a year earlier.

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