Advertising clutter on TV continues to grow

Associated Press

If you think television networks are giving you longer breaks to fix a sandwich or visit the bathroom, it's not just your imagination.

The level of TV "clutter" — the commercials, announcements and promotions that interrupt regular programming — continues to grow, according to a study released Feb.14.

During early morning, daytime and local news, the "clutter" levels reached an all-time high last year, said the report put out by advertising industry trade groups. Daytime is the most commercial-clogged, with just under 21 minutes in a typical hour of programming.

In prime time, the clutter level slightly decreased, from 16 minutes, 17 seconds in 2000 to 16 minutes, 8 seconds last year, the report said.

The advertising time continues to increase, but so slowly that many viewers don't really notice, said one expert, Marc Goldstein of the advertising firm Mindshare.

"I don't know if we know a breaking point, if there is one," he said. "Since it is being done so gradually, there is not the rude shock of four or five minutes of less programming material."