TV Networks Looking to Cut Commercials in Exchange for Higher Viewership

People who watch television today, especially Millennials, have discovered that with improving technology come opportunities to make the viewing experience more enjoyable. It is a generally accepted fact that very few people actually enjoy commercials of any kind. Sure, some SuperBowl commercials stand out, but in general, commercials tend to be repetitive and boring, and simply get in the way of the TV program trying to be watched. According to Stephen Battaglio's L.A. Times article, more and more television customers are finding ways to avoid commercials in their daily viewing.

Streaming services like Netflix give consumers an alternative to normally scheduled broadcast television. They can watch all the TV shows and movies they want (albeit within a limited library of titles) without any commercial breaks for around $10 per month. TV ratings are continuously declining because even though television has the earliest airing time for many sought-after shows, if a viewer is willing to wait an extra day, they can watch the same episode without the annoying commercials and advertisements.

When digital recording devices became popular within the last decade, primetime shows had to change their strategy to engage the viewers who would simply watch later and fast-forward through any commercials. When remote controls were first invented, TV channels stopped having commercials in between different shows because they found that viewers were more likely to change channels during that transition. Especially as younger viewers adapt to new technology, networks will have to adjust accordingly if they don't want to lose an entire demographic for the foreseeable future.

In response to the changing viewership, networks are working on cutting down the amount of ad time to meet the expectations of their viewers. Many viewers want to see fewer ads, and if that doesn't happen, they'll just turn to alternatives like streaming. Some channels have up to 18 minutes of commercials per hour of television. Some have stated that they're looking to cut ad time by up to 50%. Others are working on other strategies, such as airing two long ads, one at the beginning and one at the end of a TV show, without a commercial break in the middle. Their hope is that viewers will be more attentive to ads if there are fewer of them. If those networks can convince advertisers that the reduction in clutter will improve their brand, then they may just be able to bring in the same amount of ad revenue even with less air time commited to commercials.

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