Agency: You Watch More Commercials Than You Think

Long before DVR's commercial-skipping technology started rearing its ugly head, consumers were making it their hobby to avoid TV commercials--whether channel skipping or going for a snack.

Now a recent study by Magna Global USA shows some specific results--that viewers are turning away from commercials on average 7 percent of the time during prime time. The study was conducted from November 2004 through February 2005, covering the six broadcast networks' prime-time shows.

"It's less than you would think it is," said Steve Sternberg, executive vp and director of audience analysis for Magna Global USA. "The real interesting thing is that there is no consistency week to week or within each show. It makes it very difficult to project."

The smallest drop was 5 percent for CBS-aired commercials. The largest is 8 percent for The WB. Dramas were the worst offenders; comedies retained viewers a bit better. For dramas, CBS had the best index, which is commercial ratings versus program ratings, in keeping viewers around. CBS had a 95 index. The WB was the worst, at 92. For comedies, NBC scored the best at a 96; Fox was the lowest at 92.

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The Magna research also looked at overall program time. Here, Viacom networks CBS and UPN showed--strangely--numbers at the opposite ends of the spectrum. UPN had the poorest results--only giving viewers an average of 67 percent program time. CBS did the best, with 71 percent.

In looking at total non-program time, which includes national and local commercials, and program promo time, Fox had the fewest national TV commercials--only 60 percent. The WB had the most, at 66 percent. But Fox had the most local commercials--24 percent. ABC and CBS had the least, at 17 percent apiece. ABC used more of its non-program time for program promos--20 percent--than other networks. WB used the least promo time--just 11 percent.

Viacom networks also showed different sides when looking at average length of a commercial pod: UPN had the longest, at 3:21; CBS had the shortest, at 3:04.

One surprising result from the data showed that commercial ratings at the end of some shows--"West Wing," "24," "7th Heaven," and "NCIS" --actually get better ratings than the programs themselves. How could that be? Sternberg says it's because viewers are getting an early start to a higher-rated show that is leading out of those shows. For example, "Law & Order" starts at 10:00 p.m., and has been leading out of "West Wing" on Wednesdays. "L&O" also typically does a higher rating than "West Wing." Those "L&O" viewers begin watching a few minutes early, and that includes commercials in "West Wing."

Clients might want to look at this data and make quick media planning and buying judgments. But Sternberg cautions against this. There isn't as much consistency in the data. Numbers can change drastically from week to week--although CBS, he says, is the best of the bunch, being a bit more predictable. A better approach might be to do research and come up with ratings for each commercial and promo.

Magna soon will start similar research for cable networks.

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