A report from Sanford C. Bernstein, has shown that TV networks in the US are increasing the number of ads shown in their commercial breaks in a bid to boost ad revenues as ratings decline. Prime-time TV audiences are down 9% YoY, yet according to the report, ad loads on some networks are up as much as 10% on last year. MTV and Viacom (which increased ad load by 7%) and Lifetime and History Channel-owner A&E TV Networks (up 5%) were the worst culprits in terms of increasing the number of ads. The study also found that advertisers have been increasingly turning away from traditional television advertising because they don’t want to be associated with shows like “American Idol” or “The Voice.”
A report from Sanford C. Bernstein, has shown that TV networks in the US are increasing the number of ads shown in their commercial breaks in a bid to boost ad revenues as ratings decline. Prime-time TV audiences are down 9% YoY, yet according to the report, ad loads on some networks are up as much as 10% on last year. MTV and Viacom (which increased ad load by 7%) and Lifetime and History Channel-owner A&E TV Networks (up 5%) were the worst culprits in terms of increasing the number of ads. They were also among the largest audience share losers.