ACA STUDY LOOKS AT COMMERCIAL CLUTTER
By Adnews Staff
The Association of Canadian Advertisers has released the results of a study which examined commercial clutter on Canadian television. Called "Blind Date: The 2002 Canadian Television Commercial Monitoring Report," the study examined "non-program content" on television stations and specialty stations in nine markets over a two-week period in the fall of 2001. The results show that all nine markets regularly ran more than the 12 minutes per hour of non- program material allowed by the Canadian Radio-television and Telecommunications Commission. The study concluded that daytime programming was the most cluttered and that conventional stations have more clutter than specialty stations. The worst offender was a Calgary station airing the program "Blind Date," which ran the equivalent of 28.4 minutes of non-program material per hour. The ACA compiled the report with the assistance of The Canadian Media Directors' Council, The Institute of Communications and Advertising, Le Conseil des directeurs medias du Quebec, The Vancouver Media Directors' Council and L'Association des Agences de Publicite du Quebec.