Coping with clutter

This article reviews the growing problem clutter in advertising. Andrew Green predicts that within five years there will be a tipping point with 40% of U.S.

Coping With Clutter

Andrew GreenOMD USA

Two of the biggest problems facing the television advertising business today in the United States and to a lesser extent elsewhere are the decline of the mass audience and the inexorable rise in non-programming 'clutter'.

Five years or so from now, there will be a tipping point in the television world. Personal video recorders (PVRs) will give as many as 40% of households the ability to fast-forward through commercials. Clutter will give them a reason.

Three factors are helping this process of pushing viewers away from viewing commercials.

  1. Technology: As ...

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