Media buyer says overloading television shows with commercials and promos is “killing the golden goose.”
Universal McCann media buyer Jean Pool got the second day of the AAAA Media Conference off to the fast start this morning, criticizing media for fragmenting its audience, cluttering its shows and pages with two many commercials and promos and failing to report fully readership and viewership.
Pool seemed particularly wronged by the clutter. “Our highest rated TV shows, our highest rated radio program, our highest circulation magazines carry the highest load of non-program contentÃƒÆ’Ã‚Â¢ÃƒÂ¢Ã¢â‚¬Å¡Ã‚Â¬Ãƒâ€šÃ‚Â¦.We are killing the golden goose.”
On average, TV shows are carrying 18 minutes of clutter. But a recent ABC broadcast of Desperate Housewives was loaded with 24 minutes.
Clutter takes different forms, Pool said. TV stations have begun allowing their morning show hosts shill for advertisers. “Is that prostitution? I think so.”
She also argued that there were simply too many niche TV channels and too many magazines fragmenting the audience. She said that cable operators should allow subscribers to choose the channels they want and let the others fade away.
“Local stations and networks should restrain themselves from throwing crap on the air,” she said.
Pool also said that the TV media ought to release all the audience research, particularly on commercial viewership. They must share the data “or be seen as trying to hide some dirty little secret… . You should not be afraid of the truth.”