Four A's study finds TV clutter drops moderately

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There was a "moderate decrease" in clutter in daytime and prime-time TV last year, according to the results of an annual survey released April 27. The survey was commissioned by the American Association of Advertising Agencies and the Association of National Advertisers. However, the amount of commercial time carried by TV networks rose across most dayparts.

The programming was monitored by Competitive Media Reporting during the May 12 to 18 and Nov. 17 to 23 periods last year. The associations defined clutter to mean all non-programming content, including commercials, public service announcements and promotions, and on-air promotions by the broadcast and cable TV networks.

Copyright April 1998, Crain Communications Inc.

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