TV commercial clutter has ad buyers worried

Ross, Chuck
December 1999
Advertising Age;12/6/1999, Vol. 70 Issue 50, p77
Trade Publication
This article reports on the increasing number of television commercials and promotional spots during prime time. Broadcast networks, ABC and NBC, reaching the 15-minute mark during prime time in per-hour non-programming minutes for an entire quarter. In the third quarter of 1999, NBC averaged 15:03 minutes of non-programming time per hour in prime time, and ABC averaged 15 minutes, according to a clutter study conducted. The increasing clutter in prime time has some on the buying side worried. There has historically been quite a difference in non-program time between daytime and prime time. Compared to the third quarter of 1998, ABC, NBC and even CBS are each up 9 percent in non-programming minutes. CBS was well under the quarter-hour mark, with 13:42 minutes of non-programming time. Another concern is how an increasing number of commercials dilutes the impact of each marketer's spots.


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