Fox Network Group is planning to reduce television advertising to 2 minutes per hour, by 2020. This will, indeed, be a dramatic change – In 2017, the average amount of ad time per hour of broadcasting was 13 minutes; 16 minutes, on cable. I would venture to say that if Fox can bring this off it will be hugely popular with viewers. Without a doubt, advertising rates would need to be raised, in order to bring this off. But the business trade-off seems worth it. Imagine a future where the one hour you have in mornings to view Fox Business is actually packed with information and not advertising! And with only 2 minutes of advertising, viewers would probably be willing to watch the ads, rather than exit the room on errands.