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September 1999


Tube Talk

If you're an advertiser on network TV, you're not the only one

Television clutter – defined as non-programming material, mostly commercials – is at an all-time high. This was the finding of the Alliance Clutter Watch, a joint project by ad agencies J. Walter Thompson and Ogilvy & Mather, after monitoring the first six months of programming in 1998.

The four major networks averaged 11 minutes and 12 seconds of network commercials and local spots per hour in prime-time viewing periods, reports Advertising Age magazine. ABC aired the most network commercial minutes during the monitored period, while Fox aired the most local spots and the most total commercials per hour. CBS ran the fewest total commercials.

This clutter is "damaging the effectiveness of commercials," JWT research director David Marans told Ad Age. If you're thinking about advertising on TV, research the clutter factor for each network and consider cable or independent stations.

– by Stacey King

Copyright © 1999 by Bond Communications.


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