In an announcement that most viewers are likely to greet enthusiastically, Turner’s Kevin Reilly revealed Sunday at the Television Critics Association press tour that the company’s recent experiment with reduced ad loads has been so successful that plans are under way to expand it.

Adweek reports that Reilly, president of TNT and TBS, said TNT will offer 50% reduced ad loads on all of its new original dramas in 2017, with the possibility of expanding the strategy to TBS in 2018. The plans come in response to a successful experiment with reduced ad loads on TNT’s new drama “Animal Kingdom.”

Reilly, who is also chief creative officer for Turner Entertainment, talked about the “Animal Kingdom” experiement with reporters, saying: “We’re seeing very, very good results for that. Not only is the commercial rating higher, but we’re also seeing a nice ratings lift.”

The experiment has included adding 10 minutes or more of content per episode.

Reilly noted that the company is still processing the data, but added: “We’ve seen indications there will be a higher brand recall.” He said advertisers have embraced the approach, as evidenced by Turner’s securing double-digit CPM increases in this year’s upfront.