Who wants to watch more commercials?

Ross, Chuck
September 1999
Advertising Age;9/6/1999, Vol. 70 Issue 37, p3
Trade Publication
This article looks at the increased amount of commercials during the television program Who Wants to Be a Millionaire. In the final episode, during one 10-minute period, there was only 2 minutes of actual show time. Though media buyers agree that so far the commercial clutter has not hurt the ratings, they express concern for the long-term impact--particularly if the trend continues to spread across prime time. The last episode in the limited-run ABC series, on August 29, 1999, ran an hour and was the show's most successful episode, ratings-wise. The show drew an 8.7 rating in adults 18-49, as measured by Nielsen Media Research, and was seen by 22.4 million viewers; both numbers were, by far, the highest of any program broadcast.


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