NBCUniversal is trying to make live TV advertising more tolerable before it's too late

NBCUniversal said that it plans to cut the amount of primetime TV ad time by 10% this fall.
The media giant's sales chief, Linda Yaccarino, said the move is necessary given consumers' changing tolerance for advertising.
To offset this ad reduction, NBCU is promising to bring more science to its ad targeting to make the remaining TV ad space more valuable.NBCUniversal knows the traditional TV ad experience needs to change. So it's doing the once-unthinkable: it's going to run fewer ads.