Advertising Industry
Industry: Email Alert RSS FeedWHO WANTS TO WATCH MORE COMMERCIALS? `MILLIONAIRE' CRAMS IN ADS BUT KEEPS VIEWERS.(Brief Article)(Editorial)
Advertising Age, September, 1999 by Ross, Chuck
Call it million-dollar clutter.
One of the more amazing statistics of ABC-TV's hit ``Who Wants to Be a Millionaire'' is the seeming audience indifference to a blizzard of commercials. In the final episode, during one 10-minute period, there was only 2 minutes of actual show time.
Though media buyers agree that so far the clutter hasn't hurt the ratings, they express concern for the long-term impact -- particularly if the trend continues to spread across prime time.
The last episode in the limited-run ABC series, on Aug. 29, ran an hour and was ``Millionaire's'' most successful episode, ratings-wise. The show drew an 8.7 rating in adults 18-49, as measured by Nielsen Media Research, and was seen by 22.4 million viewers; both numbers were,...
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