TITLE

Clutter talk

PUB. DATE
March 2000
SOURCE
Advertising Age;3/13/2000, Vol. 71 Issue 11, p42
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article deals with issues concerning advertising clutters in primetime network TV in the U.S. It should surprise no one that yet another clutter record was set in 1999: On average last year, 15 minutes of every prime-time hour was given over to non-program material (paid advertisements, network programming promos, public service messages and others). Though new clutter reports elicit cries of dismay from the media buying community, little changes. Some station breaks now run for five minutes. Reports last year that Walt Disney Co. had ordered ABC to trim program time to create more advertising inventory were labeled suicidal by at least one media buyer. Yet in new data from the Alliance, the informal pairing of media departments at sister agencies J. Walter Thompson USA and Ogilvy & Mather, ABC led the Big Four with the most primetime clutter per hour.
ACCESSION #
2884052

 

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