What is clutter and how can it be a disadvantage to television as an advertising medium?

Television clutter refers to the clustering of too many commercials during a program break or the scheduling of too many breaks during a program. The level of clutter has a direct bearing on both viewing patterns and message recall. Viewers are likely to reach for the remote control when a program pauses for a commercial in a cluttered environment, or they are apt to leave the room temporarily. Network promos at every break that plug upcoming shows add to the clutter. Too much clutter negates much of the reach potential of television.