Advertising clutter is under-researched but brands are concerned about its detrimental impact on recall and recognition. In order to stand out, brands are encouraged to focus on their creative executions and consider continuous or real-time advertising strategies.


Advertising clutter describes the high volume of commercial messages that the average consumer is exposed to on a daily basis.

Key insights

1. Broadcasters are looking to reduce advertising clutter

With viewers increasingly subscribing to ad-free streaming services such as Netflix and Amazon Prime, US broadcasters are looking to reduce ad loads. Initial learning suggests it can increase brand measures such as brand awareness and that it encourages higher viewer engagement.

Read more in: Less is more, for both ad length and ad load and Now Fox rethinks ad loads

2. Good creative aids recall in cluttered environments