TV Ad Load Spikes 6% In Q2, With A+E On Top, Disney At The Bottom
- by Wayne Friedman , August 6, 2021
National TV advertising minutes per
hour grew sharply by 6% in the second quarter this year over the year before --- the sharpest quarterly spike in years.Surveying eight major TV network groups -- and independents -- showed TV commercials' minutes per hour across total day viewing was at 13.3 …
Wayne, I assume that this data is from Kantar, however, I doubt that this relatively small increase will have any more of a negative effect on commercial viewing than already exists due to the high degree of ad clutter on TV---relative to the old norms of 30-40 years ago. Viewers have simply gotten used to it and mainly tune-out when an individual break gets over loaded with messages. Even so, I am amazed that TVision's eye tracking system shows that 40% of the assumed audience watches an average commercial for at least 2 seconds today ( and, on averge, looks at about half of the commercial message ). This is only slightly lower than other observational studies noted many years ago when there was much less clutter---as we report in our latest edition of "TV Dimensions 2021". Ad impact---or selling power---- may be quite something else, however.