The number of commercials in a typical hour of television has grown steadily during the past five years, according to a study from the ratings measurement firm Nielsen.

The rise in commercials can be attributed to two factors: Broadcast and cable networks are allotting more time for commercials, and advertisers are increasingly using shorter spots.

In 2009, the broadcast networks averaged 13 minutes and 25 seconds of commercial time per hour. In 2013, that figure grew to 14 minutes and 15 seconds.

The growth has been even more significant on cable television. In 2009, cable networks averaged 14 minutes and 27 seconds per hour. Last year, the average was 15 minutes and 38 seconds.

The rise likely will concern some marketers, fearing their ads being lost not only to the ad clutter but also to the fast-forward button.

Los Angeles Times