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Commercial Clutter Clogging Broadcast, Cable TV
Ad buyers are urging networks to cut back on nonprogram time, saying that the effectiveness of TV advertising receives diminishing returns as the clutter level rises and the number of commercials and promotions increases during prime time slots, writes TV Week.
Media buying agency MindShare released a report Wednesday that found that during prime time shows commercial clutter increased 5 percent on cable and 2 percent on broadcast networks between 2004 and 2005.
For the first time cable networks beat broadcast in nonprogram material per hour, with MTV’s clutter up to over 16 minutes - a 20 percent increase over 2004. Cable networks with over 15 minutes of clutter include Discovery, Lifetime, USA and Spike.
For broadcast networks, Fox increased its total commercial minutes the most (11 percent) but decreased its nonprogram minutes by reducing promos. ABC had the most nonprogram minutes at 15:26 per hour, while NBC’s nonprogram minutes stayed flat. CBS came in fourth among the Big 4 networks, with 14:52 nonprogram minutes per hour.
Mediapost published a chart of broadcast primetime network commercial minutes.