Why Americans Are Sick and Tired of Commercials

 Why Americans Are Sick and Tired of Commercials — and What It Means for TV & Radio

By Michael Mick Webster

Syndicated investigative reporter

Economy

Over the past decade, American consumption of traditional broadcast television and radio has shifted dramatically. Many listeners and viewers report frustration with ever-increasing commercial loads, repetitive messaging, and intrusive interruptions. At the same time, digital platforms, on‑demand media, and social sharing channels have become preferred alternatives for many. The result: declining audiences, shrinking ad revenues, and a media landscape in flux.

In this article, I examine:

1. The evidence behind declining TV‑viewing and radio listenership
2. The role of commercial overload, ad fatigue, and “tune‑out” behavior
3. The generational shift and the rise of alternative media
4. Impacts on advertising and media business models
5. What this suggests about the future of media and news dissemination

1. Evidence: Traditional TV and Radio in Decline

TV Viewing Is Eroding

• Traditional broadcast (linear) TV is losing share. In recent years, streaming platforms have steadily eaten into the audience. Forbes+2HubSpot Blog+2
• In the article “Declining Ads and Streaming Upsurge Have Old‑School TV Reeling,” Forbes notes that in July 2022, streaming accounted for 34.8% of all TV views; by 2023, streaming had risen to 38.7% while cable fell to ~29.6% and broadcast to ~20%. Forbes
• Another measure: total ad viewing time is shrinking. A report showed that ad‐content (across TV) fell from 13.7 % of total viewing time (August 2021) to 13.2 % (August 2023). nScreenMedia

These trends show that even though people still watch video content, many are shifting how and when they watch — to streaming, hybrid platforms, or ad-light tiers.

Radio’s Challenges: you're getting ready to go yeah are you getting ready now cause you gotta give me 20 minutes when you'reListenership vs. Revenue

• According to Pew Research, about 82% of Americans ages 12+ listened to terrestrial (AM/FM) radio in a given week in 2022. That is slightly down from 83% in 2021 and significantly below the ~89% level in 2019. Pew Research Center
• But while the raw reach remains high, time spent, loyalty, and advertising effectiveness are under pressure.
• The National Association of Broadcasters (NAB) has acknowledged revenue declines: between 2005 and 2020, local radio’s over‑the‑air ad revenues fell roughly 44.9% (nominal) from $17.6B to $9.7B. Even when factoring in digital revenue, net decline remained nearly 40%. Radio Ink
• In forecasts, radio’s local spot ad market is expected to decline 3% in 2023, 1% in 2024, and further in subsequent years, while national radio ad revenue is projected to fall 4.5% in 2023, 6% in 2024, and accelerate downward after. Radio World

Thus, although radio still reaches many, its business model is under strain — fewer dollars per listener, more competition, and less engagement.

2. Commercial Overload, Fatigue, and Tune‑Out Behavior

One of the central complaints from consumers is that there are just too many ads, and that many of them are irrelevant, repetitive, or intrusive. This leads to active and passive resistance: muting, channel surfing, skipping, or abandoning the medium altogether.

Ad Fatigue & Negative Reactions

• A MediPost / Harris Poll found that 59% of viewers said they had seen the same ad repeatedly, leading 50% to say it annoyed them and 26% to say it hurt their purchasing inclination. MediaPost
• In a survey cited by TV Technology, 36% of people often mute the TV during commercials; of those, 46% said it’s because commercials are “too loud or annoying.” TV Tech
• Another study on audio ads (Pandora listeners over 21 months) showed that higher commercial loads reduced total hours listened, days listened, and the probability of listening at all. In other words: more ads = lower engagement. arXiv

Tune-Out Strategies

Consumers have developed strategies to avoid or minimize exposure to ads:

• Second-screening: During commercial breaks, viewers often grab their phone, check email, scroll social media, or otherwise multitask. Many admit to doing so intentionally. New Media and Marketing
• Muting or flipping: Some mute the TV, especially when commercials are loud or competing with other audio sources. TV Tech+1
• DVR / skipping: In the era of DVRs or on-demand viewing, skipping commercials is common.
• Leaving the platform altogether: If ad loads are unbearable, many viewers simply stop tuning in — especially younger audiences who have more alternatives.

As one Reddit user put it:

“Last night … commercial break … was 9:06, and didn’t come back until 9:11 … six minutes of show, then five+ minutes of commercials … I record it — I can’t handle the amount of commercials.” Reddit

Another:

“I stopped watching commercial TV a couple of years ago … each commercial break … too many ads.” Reddit

These anecdotal accounts echo the quantitative data.

Commercial Clutter & Oversaturation

Media analysts often point to clutter — the overabundance of ads in any given break or hour — as a key problem. When viewers see too many ads, many messages compete, lowering recall, impact, and effectiveness.

• Some networks have tried to reduce ad loads: for instance, in the 4th quarter of 2017, broadcast networks averaged ~11 minutes 32 seconds of national ads per hour; cable channels sometimes carried as much as 18 minutes. Some channels began announcing cuts to ad loads by as much as 50%. Los Angeles Times
• In radio, broadcasters are experimenting with limiting ad time per hour (e.g., 10 minutes of ads/hour) to retain listener attention. Radio Ink refers to this as a “less is more” approach given shrinking attention spans. Radio Ink

However, most media — especially cable, satellite, and ad-tier streaming — still rely on heavy commercial loads to support revenue.

3. Generational Shift and the Rise of Alternative Media

Even if some older audiences remain loyal to TV and radio, younger generations behave quite differently.

Streaming, On-Demand & Ad-Skipping

Younger consumers gravitate toward streaming platforms (Netflix, Hulu, Disney+, etc.). Some are paying for ad-free tiers, others accept limited ads, and they respond better to targeted, integrated, or native advertising. HubSpot Blog+2brandknewmag.com+2

A study by Hearts & Science (Omnicom) found that nearly half of Millennials and Gen Xers no longer watch video on traditional TV, choosing digital instead. HubSpot Blog+1

Moreover, when they do watch linear TV, they are less present during ad breaks, often diverting attention to their phones or other screens. HubSpot Blog+2New Media and Marketing+2

Podcasts, Streaming Audio & Personalized Media

• In the audio space, podcasts, Spotify, Apple Music, and other streaming platforms offer customized, on-demand experiences, often with fewer or more tailored ads.
• The Pandora experiment (cited earlier) shows listeners respond strongly to ad load, and many shift to ad-free subscriptions when commercial interruption gets excessive. arXiv
• As radio loses its exclusivity in the car, many drivers switch to streaming audio or podcasts via CarPlay / Android Auto integrations. Next Broadcast Media+1

Social Media, Messaging & News Consumption

Another major shift is how people receive news and engage with content:

• Rather than tuning into scheduled news broadcasts, many Americans now get their news via social media (Twitter/X, Facebook, TikTok), newsletters, podcasts, or texting/emailing links.
• The fragmentation of media means fewer people share a common news “feed” through broadcast channels; instead, news becomes more personalized, segmented, and distributed.
• This undermines the “shared reality” function that broadcast news historically served. A recent academic preprint (Hosseinmardi et al.) argues that the decline of broadcast news is partly driven not solely by cable news competition, but by a broader shift away from news consumption itself. arXiv

Thus, the medium itself is being bypassed in favor of direct, leaner, and more controlled channels of communication.

4. Business & Advertising Impacts

Given shifting behaviors and ad fatigue, what are the consequences for media companies, advertisers, and the ecosystem as a whole?

Declining Ad Efficiency and ROI

• As commercial overload increases, the marginal value of additional ad impressions declines. Ads become less noticeable, less memorable, and less effective.
• Repetitive messaging can backfire: if consumers see the same spots too often, it can breed annoyance or negative brand perceptions. MediaPost
• In audio, the Pandora experiment showed that increased ad load led to declines not only in immediate listening but also in retention and days used, demonstrating long-term costs to overload. arXiv

Shifting Ad Budgets

Advertisers are increasingly reallocating budgets away from traditional TV and radio toward digital, social, influencer marketing, and native advertising:

• Digital platforms offer better targeting, measurable metrics, immediate conversion, and often lower cost per impression.
• Brands are experimenting more with influencer marketing, social media campaigns, email marketing, and content marketing, which feel more integrated and less intrusive.
• Some analysts predict that unless TV ad strategies evolve, ad revenues could fall to less than half of current levels over the next decade. HubSpot Blog+1

Media Business Model Stress

• Broadcasters and radio stations that rely heavily on ad revenue are squeezed. Declining ad rates, fewer engaged viewers, and competition from digital platforms make sustainability harder.
• Some networks or channels reduce ad loads (accepting lower per-hour revenue) to retain users and reduce churn. Los Angeles Times
• Consolidation, cost-cutting, and content licensing deals become more common as legacy media try to survive in a leaner environment.

5. Why Many People “Just Don’t Watch” or “Don’t Listen” Anymore

Putting the above together, here’s a summary of the core reasons many Americans have drifted away from traditional TV and radio:

1. Commercial Overload & Intrusiveness
   Too many ads per hour, repetitive messaging, and loud/obnoxious breaks push people to disengage.
2. Ad Fatigue & Declining Attention
   As humans, our capacity to absorb ads is limited. Overexposure leads to diminishing returns and negative reactions.
3. Control & Choice
   Streaming, podcasts, and social media allow users to choose what they see/hear, when, and often skip or avoid ads. Traditional media offers less control.
4. Second-Screen & Multitasking Behavior
   Even when tuned in, many consumers mentally check out during commercials and divert attention to phones or other devices.
5. Generational Preferences
   Younger audiences grew up with digital, on-demand media. They expect convenience, minimal interruption, and relevance. Traditional broadcast’s fixed schedule and interruption model feels outdated.
6. Fragmented News & Content Channels
   With information flowing through social media, podcasts, newsletters, and interactive platforms, fewer people rely on centralized broadcast channels for news or dialogue.
7. Declining Engagement & Loyalty
   Viewers and listeners may still sample broadcast media, but they are less loyal, more fluid, and more likely to abandon if experience is poor (e.g. heavy ad burden).
8. Business Incentives Misaligned
   Broadcasters maximize revenue by loading in more ads; advertisers seek reach and impressions. But the consumer bears the cost in attention and patience.

6. What This Suggests for the Future

What does all this point to in the years ahead?

• Survival of Ad-Supported Streaming: TV may not die, but the format will evolve. Many streaming services are adding ad-supported tiers, and those ads tend to be shorter, better targeted, and integrated. Silverpush+1
• Hybrid Monetization Models: Subscription + ad models, microtransactions, sponsorships, and branded integrations may increasingly replace pure ad loads.
• Smarter Ad Delivery: Frequency capping, better targeting, contextual ads, and measurement-driven placement will become more essential to avoid fatigue.
• More Native & Branded Content: Instead of interruptive commercials, brands may increasingly embed messaging into content (product integration, sponsored segments, influencer partnerships).
• Greater Emphasis on User Experience: Media that respects user attention, limits clutter, offers predictable pacing, and “earns” the viewer’s attention will have advantages.
• Continued Fragmentation of News & Shared Media: The decline of mass broadcast news means shared cultural reference points may erode further; people will live in their own media bubbles.

The decline in television viewing and radio listening among Americans is not just a matter of fad or novelty — it’s a structural shift driven by commercial saturation, evolving expectations of control and relevance, and the rise of better alternatives. As audiences grow weary of endless ads, they vote with their time and attention, migrating toward platforms that feel less intrusive, more personalized, and more flexible.

Broadcasters and advertisers face a pivotal moment: adapt to the new norms of attention, reduce clutter, personalize messaging, and rethink monetization — or risk obsolescence in an age of abundant alternatives.