The shift in TV advertising is likely to happen gradually, but it has also been a long time coming. For years, networks crammed in more ads, in part to offset lower ratings, said Brian Wieser, a media analyst at Pivotal Research. Commercials on broadcast networks accounted for 17.3 percent of programming time last year, from 16.8 percent in 2012 according to Mr. Wieser’s analysis of Nielsen data. On cable networks, commercials accounted for 20.6 percent of program time, from 19.3 percent in 2012.
That strategy, however, may have pushed away more viewers and lowered ratings further.
“You never know that the ratings fell because of it, but your intuition and every bone in your being says it must have had some effect,” Mr. Wieser said.
Gee, ya think?
In the 1960s, the three broadcast networks limited the number of commercials to less than ten minutes per hour.
For a half hour sitcom, there’d be a thirty-second break after the credits, a one-minute break at the halfway point, then a thirty-second break before (or after) the credits.
The audio level of the ads matched the audio level of the program.
Then the 1970s came. Some rat bastard got the idea to boost the audio gain on ads and people were assaulted by ads that were two to three times the volume of the program.
Then the 1980s happened and Murdoch bought himself a TV network and called it Fox. Weeping like a beggar to the FCC, he pleaded that his widdle network needed more ads than the existing three networks because it was a small little orphan up against the three bullies. This actually let loose the dogs of war because the screwball American government fought for more ads on TV, claiming restraint of trade(!).
Shit spiraled out of control from there.
Cable TV was never under the jurisdiction of the FCC, not being over the air and a public trust. So they stuffed more ads into a program than even Satan would believe possible.
And now they’re all crying that viewers they’ve abused for decades have sought relief?
You were a pack of smug abusers who never cared about anything except the dough you were all rolling in (which also went up a lot of nostrils).
Now the audience doesn’t need you.