Morning News Wednesday, April 29, 1998 * * * *

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Report: Commercials at record level
agency, which conducted the study. The Associated Press Networks have been forced to increase the number of commercials NEW YORK - No need to rush on to keep making money at a time when that bathroom break. Chances are the "product" they sell to advertisers the commercials will still be on the TV audience is dwindling in size, Grubbs said. when you're done. By Davis Bauator announcements and local ads sold in each market has stayed relatively stable throughout the 1990s. The prime-time show with the greatest amount of non-program time among the top four networks last. November was "America's Funniest Home Videos," on ABC. NBC's "Working" was second Some of television's most popular shows weren't necessarily the most ad-filled NBC's "Seinfeld" nuked 52nd among 78 shows in the amount of commercial time. "ER" was 57th.,
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Prime-time television had more ads than ever last year, with the amount of time devoted to commercials increasing by nearly two minutes since the start of the decade, a study found The top fpur broadcast networks rah an average of 11 minutes, 12 seconds of commercials during each hour of prime-time last November, up from 938 in November 1991, according to a report commissioned by two advertising trade groups. Add in network promotions and public service announcements, tart there is just over 15 minutes of what ad agencies rmll. "clutter" during a typical prime-time hour. lly personal feeling is that they've pretty much maxedout," said Steve Grubbs of the BBDO advertising
In addition to the extra commercial time, there's been a tendency during the 1990s toward running shorter, 15-second ads. That means viewers are inundated with more messages, and some advertisers are concerned that theirs won't get through. Fox led the major broadcasters with 1554 of commercials and promotions during an average primetime hour. ABC was second at 15:44, NBC had 15:19 and CBS 1429. Daytime television is even more cluttered The four networks showed nearly 20 minutes of commercials and promotions during an average hour of daytime TV. Mont of the increase is due to commercials sold by networks to national advertisers. The level of promotional
"Bufly the Vampire Slayer" on the emerging WB network had a whop-, ping 2346 minutes of commercial and promotional time, by far the most of any show. The Weather Channel was the' cable network with the most clutter during an average hour. The, Discovery Network had the least "j; With networks forced to pay more to keep their top shows on the tax,'' experts say there will be an even' greater temptation to fit in more commercials in the future.

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NEW YOKE Nickelodeon and Children's Television Workshop, the makers of "Sesame Street" are foaming up to create the first channel of strictly educational programming for children. The new network, called Noggin, will be offered to cable and sati|jfa> television distributors starting next January. Commercial=ree at the start, Noggin will air reruns of shows created by the two organizations, like "Blues Clues," "Nick News," "Sesame Street" and "Electric Company." New programming wont be created
until Noggin has been on the air for at least a year, executives said. ; Noggin's mission will be to help children feel good about being smart said Herb Scannell, Nickelodeon's president "Too many TV networks pay lip service to the idea that television can be a place where children can learn and grow," Scannell said. "They say you cant make educational programming that kids will watch. We say, watch us try." Noggin will be aimed more at preschool children at first and will mix in programming for older children later, he said. A Noggin Web site will start at the same time as the channel.
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