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 5% 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 9%) were the worst culprits in terms of increasing the number of ads. They were also among the largest audience share losers.
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.