Commercial Break

TV networks are doing something once thought unthinkable – scaling back on ad time.

NBC said in late February that it plans to cut the number of ads aired during prime-time commercial breaks by 20 percent across its networks. At the same time, it will also cut time devoted to prime-time ads by 10 percent starting this fall. Fox and

TNT have made similar announcements.

With more viewers watching streaming services and more ad-free options available, networks are feeling the pressure to make commercial-supported

TV more palatable. “We’re now in an attention economy rather than an eyeball economy,” said Jon Swallen, chief research officer at Kantar Media. “There are plenty of other viewing options out there for consumers with less advertising clutter.”

NBC could offset the cost of airing fewer commercials by either charging more for the ads or creating new ways to advertise. It is introducing a new type of commercial break that will feature just one or two advertisers, and will use artificial intelligence to match ads with programs and their audiences, NBC said.