In the U.S. -- and most European countries -- TV viewers still see linear TV advertising frequency as “excessive.”

Ninety-two percent of U.S. viewers surveyed in 2021 believe “they see the same advertisements too many times when watching linear TV,” according to a new study by Audience Project, a Denmark-based technology-based market research company.

In many European territories, the findings were similar among viewers, with the U.K (87%); Germany (75%); Denmark (90%); Sweden (92%); Norway (93%), and Finland (89%) saying they see the same ads too often.

The study also generally shows high percentages for advertising “irrelevance” on linear TV, although in the U.S. this was lower than most European countries, with a 46% score compared to 70% in the U.K., Germany (73%); Denmark (68%); Sweden (55%); Norway (57%); and Finland (63%).

Linear TV viewing continues to show overall declines globally.

The study's authors say: “Despite this, linear TV is, of course, still a crucial channel for advertisers to build reach, but with the increasing streaming consumption, advertisers have a great opportunity to extend their audience reach with CTV campaigns.” They add: “And maybe the more addressable TV world can solve some of the fatigue with the ad irrelevance reported on linear TV?”

When asked what type of programming viewers watch on linear TV, news programming generally gets high results in Europe, with Germany at 73%, followed by Denmark (71%); Sweden (67%); Norway (67%); and Finland (62%) and the U.K. (53%) -- compared to the U.S. at 51%.

In many countries, including the U.S., there are stronger numbers for TV series and movies.

The study’s data came from online surveys in the fourth quarter of 2021, weighted to achieve how well it represents more than 7,000 respondents who completed the survey.