Caveat Viewer

A door opens to more TV ads

The U.S. Department of Justice has moved to let the marketplace decide how many TV commercials viewers will have to endure an hour. For 30 years the National Association of Broadcasters (N.A.B.), the industry's leading trade group, has operated under a code that kept the lid on both the frequency and the length of commercials. Although the code was voluntary, the members of the N.A.B.—which include the three major networks and their affiliates, as well as most of the independent stations—have, by and large, adhered to it.

Among other things, the code said that advertising during...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!