Non-Program Material Grabs Time

Mon., March 24, 1997

New York Daily

News No, it’s not your imagination. According to a new report, viewers are being bombarded by a record level of nonprogram material - commercials, promos, etc. More than half a minute more per hour.

The report by the American Association of Advertising Agencies found that in prime time on the networks in November 1996, the average hour contained 15 minutes and 21 seconds of nonprogram material. The same hour in November 1995 contained 14 minutes, 43 seconds.

Depending on the time of day, the report noted, between one-fourth and one-third of each hour is filled with commercial and promotional content.

The AAAA found that prime-time viewers see 27 commercials an hour on average. And while that seems like a lot, it’s nothing compared to the 40 commercials viewed per hour in daytime, where 20 minutes and 5 seconds of each hour are eaten up by nonprogram fare.

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