MindShare Reports Minimal Clutter Jump


Clutter Watch -- MindShare’s annual analysis of primetime commercial and nonprogram minutes -- found that broadcast and cable networks are running an average of 15 minutes of nonprogram material per hour in primetime, a similar trend to the previous year.

“Despite concerns from the industry and research that shows clutter's negative effects on both commercials and programs, over-commercialization continues to be a problem,” said Debbie Solomon, senior partner and research director at MindShare. “However, it is promising to see that the broadcast and cable networks held their clutter in check or even decreased it as compared to previous years.”

The study for 2006 noted an exception in Fox News Channel, which increased from 2005 more than 10% to 15 minutes and 10 seconds per hour in nonprogram minutes.

Overall, cable networks continue to have more clutter than broadcast networks. While Fox News had the largest increase over 2005 and the most commercial minutes of all cable networks with 13:05, MTV led in total nonprogram minutes with 16:09.

In the broadcast realm, ABC and NBC were the only broadcast networks to increase their total commercial time, to 13:04 and 12:48, respectively. ABC led the broadcast pack in total nonprogram minutes with 15:38, an increase from 15:26 in 2005.

New to Clutter Watch this year was the inclusion of data on Spanish-language broadcast networks. The report revealed that Spanish-language networks had less clutter overall and run fewer network commercials than English-language networks.