Broadcast, Cable Net Ad Clutter Near Highs

Despite boasts among many networks — especially Fox’s — that they would be reducing commercial clutter to improve their viewer’s experiences in order to boost ratings, attentiveness and revenues, the trend has been in the other direction.

Cable TV Nets Cut Ad Clutter Slightly In 4Q

Some cable TV networks slowed down commercial clutter in the fourth quarter of 2015; network executives had earlier pledged to do so. Bernstein Research estimates that the number of non-kids primetime advertising commercials — excluding news and sports — declined 1% versus the same period in fourth quarter 2014.

Cable TV Nets Cut Ad Clutter Slightly In 4Q

Some cable TV networks slowed down commercial clutter in the fourth quarter of 2015; network executives had earlier pledged to do so. Bernstein Research estimates that the number of non-kids prime-time advertising commercials — excluding news and sports — declined 1% versus the same period in fourth quarter 2014.

TV Ad Clutter Is Worse Than Ever

Broadcast and especially cable are squeezing in more spots as ratings decline. The danger: More clutter means less impact for ads and bigger viewer tune-out.

Viewers’ TV Time Key To Avoiding Clutter

As the network television upfronts come to a close, the battle for advertising budgets will begin. And with many networks premiering new shows and potential hits, there’s no doubt that advertisers will look to gain every advantage when trying to optimize their ad dollars. But while advertisers are looking for primetime ad space, they shouldn’t forget where the real opportunities lie — with the viewers, who continue to access and engage with TV content in a variety of ways. Knowing when and where to find consumers is crucial to reach them and ensure ads break through the clutter and catch attention.

NIELSEN RESEARCH

Five Characteristics Of Winning TV Ads

With 38 ads on average airing per minute across national TV, breaking through the clutter is essential. According to a recent analysis from Nielsen, there are five common characteristics of TV ads that resonate with consumers.