Case Study shows It's Time To Take Action And Cut Clutter

Robin Webster

The author reports on an ANA/AAAA report on increasing Television 'clutter'. He tells of a case where ads and non-program content have been cut, resulting in improving TV audience figures.

Case Study Shows It's Time To Take Action and Cut Clutter

Robin Webster ANA

For Advertiser readers who may have missed the most recent ANA/AAAA-commissioned report on clutter in network programming, its results will come as little surprise. Non-program clutter across every daypart bit an all-time high in 1999.

Anyone who watches TV today has an innate understanding of  'clutter,' whether or not the term is immediately familiar. For the purposes of the study, it means anything not directly program-related: commercial time, public service announcements, promos, or other unidentified 'gaps' between program segments.

Long concerned with the growing trend...

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