Decline of TV Commercials

Posted on 5/22/2008 by Jim Pickerell | Printable Version | Comments (0)

Tired of having to watch 18 minutes of commercials in every hour- long TV series? Next season, Fox will be cutting the commercials down to 10 minutes and giving viewers more entertainment.

Network television viewing numbers are down. Fox has concluded that viewers may be getting tired of endless commercial interruptions. It says it is going to cut the advertising in half for two new shows premiering this fall. Instead of just 41 minutes of actual series, the entertainment part of the programs will be 50 minutes long.

Fox is not being benevolent. It's just going to charge advertisers much more to be part of the 10 minutes allotted to ads. The thinking: less clutter will draw viewers. More eyeball means the ads should cost more. It's calling its gamble "remote-free TV" - meaning that with less commercials, the viewer will be less likely to switch channels when an ad appears.

"We need to give viewers a reason to come to broadcast," says Fox chairman Peter Liguori. "We're going to have less commercials, less promotional time and less reason for viewers to use the remote. We're going to have more character, more content, more value."

What It Means For Photographers

Photographers who are TV viewers will cheer this change, particularly if it expands beyond just two programs to all Fox offerings and other networks. But videographers may see a decline in the clips sold for advertising. If this trend were to expand to all the networks, that would mean 44% fewer commercial minutes. Advertisers will be paying more to place each 30-second spot, but the videographer's fee remains the same, regardless of how many times the commercial is shown, or the total paid for placement by the advertiser.

Changes for photographers will not take place overnight, but such a trend seems likely to be widely supported and encouraged by viewers. That could mean a significant decline in the number of different ads on TV in two or three years.

Copyright © 2008 Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to:  


Be the first to comment below.

Post Comment

Please log in or create an account to post comments.

Stay Connected

Sign up to receive email notification when new stories are posted.

Follow Us

Free Stuff

Stock Photo Pricing: The Future
In the last two years I have written a lot about stock photo pricing and its downward slide. If you have time over the holidays you may want to review some of these stories as you plan your strategy ...
Read More
Future Of Stock Photography
If you’re a photographer that counts on the licensing of stock images to provide a portion of your annual income the following are a few stories you should read. In the past decade stock photography ...
Read More
Blockchain Stories
The opening session at this year’s CEPIC Congress in Berlin on May 30, 2018 is entitled “Can Blockchain be applied to the Photo Industry?” For those who would like to know more about the existing blo...
Read More
2017 Stories Worth Reviewing
The following are links to some 2017 and early 2018 stories that might be worth reviewing as we move into the new year.
Read More
Stories Related To Stock Photo Pricing
The following are links to stories that deal with stock photo pricing trends. Probably the biggest problem the industry has faced in recent years has been the steady decline in prices for the use of ...
Read More
Stock Photo Prices: The Future
This story is FREE. Feel free to pass it along to anyone interested in licensing their work as stock photography. On October 23rd at the DMLA 2017 Conference in New York there will be a panel discuss...
Read More
Important Stock Photo Industry Issues
Here are links to recent stories that deal with three major issues for the stock photo industry – Revenue Growth Potential, Setting Bottom Line On Pricing and Future Production Sources.
Read More
Recent Stories – Summer 2016
If you’ve been shooting all summer and haven’t had time to keep up with your reading here are links to a few stories you might want to check out as we move into the fall. To begin, be sure to complet...
Read More
Corbis Acquisition by VCG/Getty Images
This story provides links to several stories that relate to the Visual China Group (VCG) acquisition of Corbis and the role Getty Images has been assigned in the transfer of Corbis assets to the Gett...
Read More
Finding The Right Image
Many think search will be solved with better Metadata. While metadata is important, there are limits to how far it can take the customer toward finding the right piece of content. This story provides...
Read More

More from Free Stuff