History reduces ad loads, but promises it won't raise prices



A&E Networks is the latest TV programmer to say it will pare down commercial time, but unlike its rivals, it is promising advertisers that prices won't meaningfully rise in the process.

History will remove betwen two and two-and-a-half minutes of commercials from its premium scripted dramas and event documentaries starting in the fourth quarter of the year, says Peter Olsen, executive VP of ad sales at A&E Networks.

The first half-hour of these programs will air with just one commercial break that will be sponsored by a single advertiser. That means the first "act" of the show will run with limited commercial interruption.

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jpoggi@adage.com (Jeanine Poggi)