Programming & Performance

Ad Loads Continue To Rise in the U.S., According to New Report

It's the opposite in other countries

Overall, ad loads rose from 10.9 minutes per hour last year in August to 11.2 minutes per hour this year at the same time.Getty Images
sara.jerde
By Sara Jerde

While some broadcasters have taking steps to lower ad loads, they continue to rise in the U.S., according to GroupM’s annual State of Video report.

Overall, ad loads rose from 10.9 minutes per hour last year in August to 11.2 minutes per hour this year at the same time, according to an analysis of Nielsen data. And while both NBCUniversal and Fox took steps to reduce ads this fall, previously released data shows that while ad loads jumped by 4 percent, national TV ad revenue remained flat.

Despite

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sara.jerde

Sara Jerde

Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.

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