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State of the Screens

NBCU Cuts Ad Time in Original Prime-time Shows by 10%

By March 5, 2018No Comments

NBCUniversal is joining other networks in reducing overall ad load.

Planned changes in prime-time:
1) Ad break length — ↓ 20%
2) Total ad time — ↓ 10%

New ad format. They are adding a new 60s ad during the first and last break.

Why are they doing this? The hope is that reducing overall ad time will increase ad effectiveness and allow them to charge a higher rate for a reduced number of spots.

Flashback. AMC Will Place a 6-Second Ad at the Start of Each Walking Dead Episode

More. Scroll Signs On Publishers for Service That Will Curb Their Ad

What is Scroll? Scroll wants to be the Netflix of written content. You pay $5/month to get ad-free versions of participating sites.

70% of the revenue ($3.50/month) goes to publishers.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.