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