TITLE

TV commercial clutter has ad buyers worried

AUTHOR(S)
Ross, Chuck
PUB. DATE
December 1999
SOURCE
Advertising Age;12/6/1999, Vol. 70 Issue 50, p77
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
2558343

 

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