Time Spent Showing Ads Continues to Increase on TV

Jan 19, 2017  •  Post A Comment

The portion of TV time spent on advertising continues to rise, according to a new report from Pivotal Research Group.

The report, released this week, found that national commercial loads industrywide rose to 10.9 minutes per hour across all programming tracked by Nielsen during December 2016. That figure was up from 10.7 minutes per hour in December 2015 and 10.4 minutes per hour in December 2014.

“Most network groups increased or held constant their commercial loads during the month, with Scripps and Time Warner notably reducing loads across their networks,” the report notes.

Meanwhile, total use of television across all sources was up by 0.4% on a total day basis among adults 18-49 in December, and up 0.8% among households.

National TV commercial impressions delivered to adults 18-49 fell by 0.7% from a year earlier on a total day basis, with prime time falling 0.4%.

You can read the complete report, “TV Trends December 2016,” by clicking here.


  1. This report is a joke, right? 10.9 minutes an hour? More like 10.9 minutes per half-hour. Tonight’s The Big Bang Theory is only 18:30 in length.

  2. Is the 18:30 length, before or after they crunch the closing credits, to show more advertising?

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