Hulu puts a cap on ad loads

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There are few TV-watching annoyances worse than a long commercial break, and now Hulu has taken a hard-line stance against overstuffing ads by limiting show interruptions to 90 seconds.

This essentially has removed more than half of the commercial time that had previously run in programming on the streaming TV service.

Hulu told network partners like NBC, Fox, Turner and Viacom that it will implement a new cap on ads and has been quietly enforcing the regulations since the start of the year. Previously, commercial breaks on Hulu could run anywhere from 180 seconds to 240 seconds, but now those ad pods can only last 90 seconds, according to Peter Naylor, head of advertising sales at Hulu.

Continue reading at AdAge.com



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