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

Consumers in the U.S. and UK see an ever-increasing amount of advertising on a daily basis on television, the radio and in a variety of other media.

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...

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