TV clutter – non-programming airtime such as commercials and promotions – has decreased during the past year, according to the Commercial Monitoring Report, 2000.
The study, jointly sponsored by the American Association of Advertising Agencies and the Association of National Advertisers, revealed that an average primetime hour on the four major broadcast networks (ABC, CBS, Fox Broadcasting and NBC) featured 16 minutes and 17 seconds of clutter – 26 seconds less than in 1999. Although minimal, the decrease is the first since 1997.
Clutter during the network news shows declined more dramatically, down during an average hour from 18 minutes and 53 seconds to 15 minutes and 28 seconds. This was attributed to additional coverage of the 2000 elections.
Daytime clutter - the heaviest in the twenty-four hour cycle – also fell by fifty seconds from 20 minutes and 53 seconds to 20 minutes and 3 seconds. But local newscasts and early morning programs saw a marginal increase.
News source: New York Times