If there are a limited number of ad spots, the scarcity makes those spots more expensive. And, as you said, the number of ads has a negative effect on viewersh

If there are a limited number of ad spots, the scarcity makes those spots more expensive. And, as you said, the number of ads has a negative effect on viewership which would make those ad spots less valuable as well. That was past. Now that viewership is declining and alternative mass advertising opportunities are available what we're seeing is the death spiral. There's no natural scarcity making TV ad spots more valuable. Viewership is in decline. The only way to even maintain income levels is to increase the number of ads. If there is a formula on the perfect amount of ads, the inputs to that formula have changed.