How much advertising do we see – and does it matter?

Andrew Green
ZenithOptimedia

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;1 they are restricted to an average of 9 minutes in the UK – which does not stop them running as much as fourteen minutes in the peak breakfast time segment.

In short, viewers and listeners are being bombarded with more and more advertising messages from all sides.