Analyst: Commercial Loads Rose in November

Increase comes despite talk of luring viewers with fewer ads 12/20/2016 12:21 PM Eastern
Pivotal Research Group's Brian Wieser: Ad loads on TV networks were up in November versus last year.

The amount of commercials in TV network programming rose to 10.9 minutes per hour in November from 10.7 minutes last year, according to Nielsen data analyzed by Brian Wieser of Pivotal Research Group.


Several networks have been talking about reducing commercial loads to make their programming more attractive to viewers, who are being lured away by commercial-free alternatives like Netflix and over-the-top video sources, which often have fewer, shorter breaks.


Related: SMI: TV Ad Spending Down 2.4% in November


Commercial loads were down at networks run by Time Warner, Scripps Networks Interactive and 21st Century Fox, according to Wieser.


Viacom, which has talked about lowering the amount of commercials in some new programming on some of its networks, was up for the month.



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