"CLUTTER" BUILDS ON NETWORK SHOWS

A new study indicates that with the growing use of product placements, along with promos and public-service announcements, marketing messages now account for 35 percent of every hour in primetime, increasing to 40 percent in reality or unscripted programs. The study by TNS Media Intelligence, reported in MediaPost's online MediaDailyNews, said that the average hour of primetime includes 17 minutes and 31 seconds of commercials and 3 minutes and 22 seconds of product integrations, while unscripted programs include 18 minutes and 6 seconds of commercials plus 7 minutes and 39 seconds of product integrations. In late-night variety shows, the combination of commercials and product placements accounted for 31 minutes and 27 seconds per hour of programming.

02/06/2006