He says the cable TV network group proclaims big advanced ad gains for TV marketers. But at the same time, Viacom routinely “stuffs” more advertising into shows on its networks, such as MTV, BET, Comedy Central.
For example, some episodes of MTV’s “Jersey Shore Family Vacation” were running at 70 minutes long, instead of the normal 60 minutes. That means more TV commercials in between.
He also points to the Paramount Network, which “has some of the most heinous examples of ad stuffing.” This include frequent 38-minute episodes of “Friends” in prime time -- episodes which should normally total 30 minutes for content and ads.
Juenger points to other instances on VH1, BET and Comedy Central.
Now, to be fair, other networks groups have had their bouts with advertising “clutter” — 16 minutes or 17 minutes an hour or more of “non-content” TV time -- commercials, PSAs and network promos.
Why? We can imagine the obvious. Cable networks are seeing more slippage when it comes to traditional TV subscribers on pay TV services. Translation: lower viewership and less advertising revenue.
So how do they keep revenue high, the bottom line strong and investors happy? They sell more stuff. In TV, that means adding more commercials.
At the same time, many TV networks groups -- Fox, Turner and others -- have been experimenting with a lower number of commercials in their TV shows. They hope to gain price rises from marketers, due to more attention and focus on fewer messages. To be fair, Viacom has -- at times -- also pulled back on its TV commercial loads.
Fewer TV media-buying executives are convinced this math will work. For their part, TV network sellers would say traditional TV is still a relatively cheap medium for what marketers get, especially against ad fraud, poor viewing and transparency of digital media platforms.
Back to Viacom: Earlier this year, Brian Wieser, media analyst at Pivotal Research Group, concerning the company, wrote:
“Ad loads were actually down in April 2018 versus April 2017, with 14.4 minutes per hour in the most recent month and 14.5 minutes in the year-ago period. Of course, this is still the highest ad load in the industry, so reductions must be placed in this context.”
Stuff and context. Words media should consider — now more than ever.