An interesting advertising experiment by Fox Sports TV will be taking place during the NFL’s Thanksgiving Day football game between the Minnesota Vikings and the Detroit Lions. An article titled “On N.F.L. Thanksgiving Menu: Six-Second Ads” by Sapna Maheshwari appeared in the NY Times online Media section published on October 27, 2017.
Nine short ads that only run for six seconds each will run during the game and take over most of the screen while the game is reduced to a small side screen for this brief period of time. The ads will just pop up between plays and are thought to be less disruptive to the viewing audience. Most sports fans who look forward to watching our favorite games on TV have experienced the frustrations from the game being interrupted by too many commercials so maybe if this idea works for Fox, it will improve the game watching experience. However, I doubt Fox would be doing this for TV viewers if there wasn’t also an advantage for the network. Fox plans to replace one standard two minute twenty second commercial block, which is one hundred forty seconds, with the nine six second ads for a net reduction of commercial time of eighty-six seconds. However, Fox is able to charge about the same for the six second ads as it does for typical 15 second ads so actual ad revenue can increase by strategic placement of these short ads. Depending on audience reaction, ads like this can become a regular attraction during other N.F.L. games. Fox V.P. of media strategy and business development, Amanda Herald, explained how a viewer study will use biometrics such as heart rate and skin response, to determine whether fans are more engaged during the short ads or not, along with viewer surveys after the game. Fox, as well as the other major networks, are realizing that fans have become impatient with what they perceive as frequent commercial breaks. Working with the N.F.L., these ads will hopefully improve the fan viewing experience. I will not only be watching how these ads will impact the game watching experience, but it will be interesting to see how effective such advertising can be as far as making an impression about the brands paying big bucks for this advertising. If you are interested and would like to view the article, click here. Author - Tyler Tallos
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