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 these changes in ad loads, “people have not seen audience retention go up,” said Rob Norman, GroupM industry video expert.
