Media: Comment - What is the optimum ad load that ensures everyone is happy?

Is there an optimum commercial ad load limit accepted by viewers, advertisers, and broadcast networks? The question, posed by GMA president Felipe Gozon to the Advertising Board of the Philippines (as quoted by The Manila Times, August 21, 2004), challenges the 18-minute advertising load cap per hour of TV programming in Manila. The 18-minute cap was conceived in 1982 and promulgated as part of the Association of Broadcasters of the Philippines' radio and TV code.

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