The Future of Television Advertising
Tina M. Lowrey, L. J. Shrum, and John A. McCarty
Advertising clutter refers to the proliferation of advertising that produces excessive competition for viewer attention, to the point that individual messages lose impact and viewers abandon the ads (via fast-forwarding, changing channels, quitting viewing, etc.). Two particular trends in television advertising practice in the USA contribute to this clutter: (a) the increase in the number of ad minutes per program hour and (b) the use of shorter commercials (e.g.10- and 15-second ads). These two trends have produced an environment in which the viewer is bombarded with a constant stream of rapid-fire ads, and industry analysts rightly worry that viewers will become alienated.
Clutter results from too many ads competing for the viewer’s attention, thereby reducing the effect of any particular ad
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