How much advertising do we see – and does it matter?
Andrew GreenZenithOptimedia
BACKGROUND
The US consumer sees a lot of advertising. Most television stations broadcast almost sixteen minutes of 'non-programming material' every hour in primetime and more than 20 minutes in daytime. On top of this are hundreds of product placements.
This equates to a daily dose of more than an hour. The UK equivalent is about twenty minutes – or 45 individual messages daily.
Radio stations run just under ten minutes of commercials every hour in the US;1they are restricted to an average of 9...