Viewers say too many ads on TV - research

- Over a third of TV viewers feel that there are too many ads on the TV, according to a new report from the Independent Television Commission.

- Over a third of TV viewers feel that there are too many ads on the TV, according to a new report from the Independent Television Commission.

The study, Television: The Public's View, found that almost half the population feel that ads often interfere with their enjoyment of TV programmes. According to the report, 35 per cent of TV viewers in terrestrial-only homes believe there is already too much advertising on TV, though 57 per cent feel that the current level is acceptable. And the number of viewers prepared to contemplate more ads on TV has risen from 3 per cent in 1997 to 8 per cent last year.

However, in cable and satellite homes, where advertising minutage is higher, tolerance of advertising is lower, with 45 per cent of viewers complaining that there is too much advertising.

Sadly, although perhaps not surprisingly for the advertising industry, one in ten viewers said that the best thing about TV advertising was that it gave them a chance to have a break and make a cup of tea.

Over half of TV viewers feel that the same ads are always or often shown on TV, and 45 per cent said the ads ruined their enjoyment of watching TV.

But almost 90 per cent found TV ads well-produced and informative, while over 80 per cent agreed they were clever and entertaining. Humour came out on top as the feature most viewers liked about advertising, and the music included in ads also scored well. The interruption of programmes, repetition and ad breaks in movies were pet hates.





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