Talk show host is considering runs for Senate, White House.
The End of the 2-Minute Commercial Break
TV viewers will start to see shorter -- but more -- segments and appearances by the shows' stars in ads.
Slideshow
Since Arsenio Hall's groundbreaking show went off the air in the late 1990s, others have tried to diversify the late-night airwaves, with mixed results. Three new shows are tackling the issue again. Read more.
Television advertising is finally on the cusp of long-anticipated change.
The popularity of digital video recorders is making that 60-year-old TV ad standard -- the two-minute commercial break -- obsolete.
Next season, network officials say TV viewers will start to see fewer traditional commercial breaks and an increase in innovative techniques such as shorter, more frequent ad stops, a heavier reliance on single sponsors and using actors from the shows in the commercials themselves.
All are designed to better engage viewers who increasingly skip through the ad breaks using their DVR remotes.
For the networks, the push to stop talking and really get creative comes amid a slow, recession-stalled “upfront” selling season, the traditional spring-summer period during which they sell most of their commercial time.
“We think it works on many levels for both the advertiser and the channel,” says Bill Abbott, the new head of the Hallmark Channel.
His company has just introduced a commercial format called "fast break." Beginning June 23, viewers of Hallmark’s made-for-TV movies will be spared lengthy commercial breaks. Instead, they will be shown a number of single 30-second spots, all from one advertiser.
Mutual of Omaha is the first to sign on to the new format, which Hallmark officials believe will dramatically increase the level of attention -- or, as the ad business calls it, “engagement” -- that viewers give commercials.
The thinking is that if viewers only have to wait 30 seconds to get back to a program, they may be less likely to go to the trouble of fast-forwarding through the commercial.
“We tell the viewer that we’ll be getting back to the story in just 30 seconds,” Abbott explains. “It won’t make sense for them to leave. “We’re really pushing this idea hard.”
Hallmark is but one of a number of channels that are rethinking the so-called two-minute, four-commercial 'pod.'
Outlets including USA Network and MTV are increasingly working with advertisers to create custom-made spots that fill commercial breaks with what are effectively series extensions featuring integrated sponsorship.
Viewers of USA’s “Psych,” for example, are made to feel like they never leave the show, with commercial breaks comprising Kia Motors spots featuring series stars James Roday and Dule Hill in character.
For its part, MTV has recently initiated so-called “podbusters” -- co-producing one- and two-minute spots with brands like Pepsi and featuring cast members from shows including “The Hills.”
BBC America will continue with its own “podbusting” execution -- which it calls “Inside Look.”
These are short segments embedded inside commercial breaks featuring cast members from series like “Torchwood.” During the segment, the actors talk about such things as the filming of a just-viewed scene, which are teased at the beginning of the break.
According to Andy Donchin, chief investment officer for media-buying shop Carat, the movement towards shorter, more engaging commercials is directly tied to the industry’s recent adoption of Nielsen’s “C3” ratings standard, which essentially measures how many people watched the commercials, not the show itself.
“C3 gave us a level of accountability that we never had before,” Donchin told TheWrap.
Comments
wert51 Says
Does anyone know of a pill which stops you slipping into a light coma whenever a Celebrex advertisement airs?games
Ellie Says
Pathetic! This like watching a sick, animal die. Please global TV happen right now. Bye bye big brands. Hello local advertising.
steve pickens Says
2 comments
1) The eventual model will be the one from youtube:small popups on the lower 20% of the screen in context with the events on the screen
2) A shorter commercial breaks means more expensive commercials breaks.
Why not use the closed caption bandwidth to superimpose the ad message on the screen?
Graham B. Henry Says
I m for product placement in shows. I have seen items being used by actors and thought I would like to hav that, then try to find it which is easier not with the internet.
I hardly ever watch regular tv because commercials come at you every 5 to 10 minutes. I know, I check when I do watch a show.
Simon Wood Says
Does anyone know of a pill which stops you slipping into a light coma whenever a Celebrex advertisement airs?
Blake Says
Since when have the majority of commercial breaks been 2 minutes long? Only a couple of programs I watch every month have had anything close to a 2 minute commercial break. The average time of an actual program during an hour long show is 41-42 minutes. I know for sure that there aren't 9 different commercial breaks during an hour long show, but more like 5-6(you can figure one commercial break in a 10 minute time frame).
I saw NBC use this new "fast break" advertising technique a while back during one of their PGA events, with Exxon Mobile being the sponsor. I think it actually drove me more nuts seeing the same one or two commercials being looped over and over for the length of the program.
Christina Says
What I passionately hate is not the length of commercials but the frequency. Because it is the most gut wrenching feeling when you are so focused on a show and then a commercial comes and breaks that focus. If there were just two breaks, one in the middle of a show and one at the end, that would be perfect. But a break every 10 minutes....I just can't enjoy a show!
Dave Miller Says
I don't mind an entertaining commercial, but to force me to sit through one, just in order to enjoy the program, is going to make me dislike both the program and the product.
SCREWTV Says
I stopped watching TV almost 6 years ago. It was surprisingly easy and I don't miss it one bit.
Kip Says
The reason I use DVR is because the 2 minute commercial break isn't. I've seen commercials on 60 minute shows last over 5 minutes at a time. That is absolutely ridiculous. Maybe if a 2 minute commercial break actually was a 2 minute commercial break you wouldn't have people fast-forwarding on a DVR.
bob 7 Says
over the years i find myself watching less t.v. and relying more on the
internet for entertainment. advertising on t.v.,especially sporting events,
have become so intrusive that it's not worth my time. i can't stand the
annoying distractions advertising coming programs on the bottom
15% of the screen. it's just not worth my time.
Jessica Says
The reason nobody pays attention to the ads in Hallmark movies is that if you actually are of a clientele that enjoys the movie, you are likely either on a fixed income or high (and spent all the money you might give to advertisers on drugs). Seriously. Put a less-predictable, less cheesy movie out there and we might watch the commercials.
Bill Millam Says
Another reason to NOT watch TV anymore, it is just unbelievable that the networks think we fools enough to swallow this crap,a lthough I amsure there ar emany out there who do!
I've boycotted Dish Network and my local CableTV company and sure enough, I can live very happily without watching TV at all, I can get all the news I need from the various news organizations online.
Screw you TV networks!
puppybone Says
Commercials make me more inclined to boycott the advertised product, not more inclined to buy it. Even more so if I see the same product advertised more than once during the same commercial break or during the same show. So this new tactic is just gonna turn me off of the advertised products even more. The 30 second breaks are a great idea, but only if the ads are for a different product every time. Otherwise, I'm just gonna boycott the advertised product and make it a point to buy anything but that product. Advertisers need to figure out that attempting to club people over the head with their ads just makes most people hate their products, it doesn't make them like them more. They also need to figure out that most products are overadvertised these days. There should be no reason to advertise products like Coca-Cola ever again. Everybody knows what it is, and they either like it or they don't, so no amount of advertising is ever gonna change their minds about it, no matter how cute or clever. If you don't know what products like Coca-Cola are by now, you must have amnesia, or you live as a hermit in a remote area and maintain no contact with the outside world. Otherwise you've been made aware of it more times than anyone should ever need to be made aware of anything.
Advertising should only be used to introduce new products or to make buyers aware of sale pricing on existing products. That's how it all began, and that's how it should've stayed. But somewhere along the way, advertisers became obsessed with the idea that the more they advertise their products, the more people will buy them. So now we're constantly bombarded with ads anywhere and everywhere we go, in every conceivable form, and with more and more frequency. And every time we're blessed with a new ad-free zone of some sort, the joy of such places is quickly replaced with still more ads. Just look what hapened to the internet. When it was first introduced to the public, it was 100% ad-free, and now it's as saturated with advertising as everything else. Same thing with cable TV. When it was first introduced, the point of being charged for it was that it was completely ad-free. Then somewhere along the way that blissful state was corrupted with the same ads found on regular TV. Same thing with FM radio, and same thing with satellite radio. If advertisers could find a way to hack into our REM sleep and fill our dreams with ads for their products, they'd do it. Ads are nothing but viruses and advertisers are nothing but souless parasites whose soul purpose is to spread their ad viruses.
Advertisers also try to convince us all that their advertising is necessary to help keep our costs for their products down. But that's a boldfaced lie. Our costs for their products would be immensely less if we weren't having to pay for all those ads as well. Look at how much a 30 second spot during the Super Bowl costs. Do you really think they aren't factoring the cost of those ads into the prices that we have to pay for those advertised products? No way. Everything we buy is in fact even more costly because of advertising, not less costly. We're also paying for all those corporate sponsorships of sporting events. Those companies aren't really paying for anything out of their own profits that we aren't paying for out of our own pockets. And anyone who tells you otherwise is lying. Inflation is caused by the fact that not one company on earth ever truly takes a loss on anything. Every single expense is passed right on down to the consumer. And yet these same companies are the ones that are getting the tax breaks, while the rest of us are getting the tax increases. This is why the rich will always stay rich, and the poor will always stay poor. Because the logic that runs the world still remains completely backwards. Our governments steal from the poor and give to the rich, not the other way around.
Mark Naines Says
In one of the games I play, a couple characters talk about a custom-built Jeep with a big mp3 player, and here is the exact text from the conversation they have with each other: "5 speed 240hp automatic transmission..." "8.0L turbodiesel V8 with 460 foot-pounds of torque..." "18 inch all-terrain tires, torque-biasing differential with 40-1 gear reduction, and a 640 gig mp3 player...Standard...Nobody will ever need more than 640 gigs..." "Oh yeah? Mine's almost full." That last part was a pun on Bill Gates' quote in the 1980's about people never needing more than 640k RAM. Another one within the same game talks about the weapons the main character uses and all the equipment that comes with it, like the assault rifle: "The SC-20K Prototype Modular Assault Weapon fires NATO standard 5.56x45mm jacketed rounds in a bullpup configuration with a 1.5x reflex sight and an integral silencer. The SC-20K contains a binary trigger that offers semi-automatic fire with a half-squeeze or fully automatic fire if you hold the trigger down, and the SC-20K is configured for ambidextrous use. The SC-20K can be outfitted with four different attachments. The first is a launcher attachment that fires a range of 40mm devices including less-than-lethal options such as a Sticky Shocker and specialized surveillance tools such as the Sticky Camera. The second module is a 12 guage shotgun that fires 000 buckshot. Its not subtle, but its stopping power at close range can't be beat. The foregrip attachment helps maintain control of the weapon's recoil, and the sniper attachment fires 20mm APDS rounds that can easily overpenetrate hard cover. Controlled breathing just before firing offers pinpoint accuracy. The 5-7 SC pistol fires 5.72x28mm armor-piercing rounds and its integral silencer is superior to that of the SC-20K. The pistol also mounts the new OCP, or Optically Channeled Potentiator, which can temporarily and silently disable most electronics."
Another game I play has a bunch of billboards that feature different products like Axe Shower Gel and other products.
anon Says
2 minute breaks would be fine
Mark Naines Says
I am a video gamer, and I have noticed that most video game makers put advertisements for real products into the games themselves. I know people are going to hate me for this, but I honestly think that TV shows and movies should have ads in them. For example, I did not know about UnderAmour clothing until I saw their logo on a cargo truck in one of the games I played. I also see ads for the Axe mens' shower products in one of the games as well. Most of the ads in the game are subtle, meaning all you see are the company logos or a person holding the product and a sign next to the person with the product and a short praise of the product. Sometimes, a character in the game will wear clothing with the clothing maker's logo on it or there would be "graffiti" on a wall showing an ad...Stuff like that.
I think that, if companies want to advertise, they should allow their products to be used in TV shows or movies and stuff. Me, for example...I spend most of my time watching TruTV and The History Channel, and I would be more inclined to pay attention to an advertisement if I see a product actually being used in some of the shows. I generally watch a lot of Forensic Files, Speeders, World's Scariest Police Chases, Operation Repo, Most Shocking, Most Daring, World's Dumbest, and Ocean Force Huntington Beach, and I honestly do not like having the show interrupted by commercials right before the main point or climax of the episode hits. I would rather see real products used in those shows and have the people in the shows mention stuff about the products or using it themselves to promote it. Like, for example, on Operation Repo or on Cops, I would rather see the repo guys or the cops using a product or wearing a hat or other article of clothing with the company logo plainly visible or commenting on a car and how good or bad it is or things like that. Something like what video game manufacturers do and put company logos and a picture or two of real products at different places in the game itself. They don't necessarily have to have the characters in the game use or promote the product, but it does help.
ALEX B Says
As a family we made the decision to not even purchase cable. There are a few shows I miss, but there isn't anything I can't find on the internet. My partner and I refuse to subject our children to all of the offensive material in ads and shows. We're a movie family and it's the only way I can know what they're viewing. Eventually, TV won't exist, hopefully before I die.
Spike D Punch Says
Count me with "No Spam." I watch programs on PBS where "commercials" for other PBS programs are reserved for the program breaks. Popular shows I enjoy watching I record on the DVR and skip commercials. You're wasting your advertising dollars on this consumer--I look for value, particularly in the grocery store, and buy store brands exclusively.
No Spam Says
I have never bought anything because of a commercial. When I have a need for a product, I can source it for myself. Who in their right mind buys a car or other major purchase because of a TV ad without doing some research?
As far as low cost, common day products like Coke and Pepsi, I could care less who is drinking it. I buy whatever is cheaper. Want me to buy your product? Don't annoy me and take the commercial savings to lower the product's price.
Unfortunately, enough sheeple watching the ads buy the products to make it worth the advertiser's time and money. Same with telemarketers; until the average IQ is over 40 we will be stuck with annoying sales pitches intruding in our lives, in search of the feeble minded.
The whole idea of cable was to pay a monthly subscription fee for commercial free TV. Why can't we go back to that? I'd gladly pay a little more per month to rid my life of obnoxious commercials. That's not going to happen though, because people are just greedy. Same thing is slowly happening to satellite radio.
It's the advertiser's loss, however, as the internet has become my new TV. TV ads caused me to turn off the set and surf the web. I wait until after a show has aired and watch it on the internet, often commercial free or pretty darn close to it. My actual TV viewing time is maybe one hour per week because that is all I can stand.
One last thing; I really loathe the new pop up ads during a show. It's not bad enough that the commercials are longer than the show. These new popups intrude on the current show, advertising another show that is more worthless than the show being viewed. Advertisers have no shame in spreading their feces anywhere, anytime.
Karen Says
I like many others dislike commercials. I understand their need but abhor sitting through them. I paid the extra expense for DVR so I could record what I want to watch and just skip them altogether. On the rare occassion that I am watching live tv, I most often will put it on mute during the commercial. It is a rare occassion that I find a commercial on air that is interesting enough to want to hear it...and only then can I appreciate the wisdom and wit of a true ad writer. If you want to get my attention, product placement is going to be your best method. I too, am a fan of Netflix...you can see what you want, when you want it and there is no interruption.
GARY BELL Says
IN THIS WORLD WHERE THERE IS NO MORE FREE TV. IT'S ALL SUBSCRIPTION NOW..CABLE, DIRECT TV ,DISH, THERE SHOULD BE NO COMMERICALS PERIOD. WE PAY ENOUGH AS IT IS FOR THESE SERVICES. THE CABLE AND SATELLITE COMPANYS SHOULD BE PAYING FOR THESE SHOWS. THERE SHOULD BE ONE DEDICATED CHANEL FOR ADVERTISERS AND ONE ONLY. IF I WANT TO SEE THE LATEST DEAL ON SOMETHING I COULD TURN TO THAT CHANNEL. AND THAT'S COMMING FROM A PERSON THAT OWNS A VIDEO PRODUCTION COMPANY THAT CREATES TV ADS. I HAVE SWITCHED FROM A PROGRAM MANY TIMES BECAUSE OF THE COMMERCIALS AND NEVER RETURNED TO THAT CHANEL. THE NETWORKS NEED TO WISE UP OR THEY WILL HAVE NO VIEWERSHIP. TO MANY OPTIONS.
Cam322 Says
im a fan of some commercials, but if i have to listen to one more optimum online cable latin reggaetone bullsh.... cheesy stereotypical excuse for advertisement, im likely to go insane. im fine with keeping commericals for the financial aspect, but we have to eliminate all optimum existence.
Trapp Says
um... just one queston.
When the hell are we supposed to go to the bathroom or refill a drink with only a 30 second break? Keep it at 2 minutes. That's my vote.
lando Says
Product placement! Same ad by same company like HULU or online episodes on nbc.com or abc.com...AAAAAAAAA....even more annoying than a 2 min. commercial break....
again...good ol' product placement and no commericials !!! maybe a five min. intermission (with a screensaver with product placment with no SOUND ie TV billboard ) every 30 min. for bathroom and refill break for those without DVR's...LOL
Kelly Says
I agree with the comment from "concerned actor". Commercials are the "jobs" for many people. These Ads are an annoying nessessary evil. It's a quickest way for products to be introduced to the public. They help defer the expense of television shows.
What we should ask for is better writing of ads, the wisdom needed to place ads in the correct time slot. Being cautious of placing adult content in late night and not during family hours.
Commercials are still a business and that we all must remember.
karen Says
I wouldn't mind seeing fewer commercials and more product placement within the shows. I'm a pretty hard audience when it comes to tv and movies, But I have to admit part of what I enjoyed about the first Transformer movie was the clever product placement: ie name brand soda machines and small electronics coming to life.
Prunella Says
I hate the beating drums, the noise, the crass language, and the offensive content of the commercials. I hate the advertisers' plagerism as they take the sacred, religious music at Christmas - like the Christmas carols or like Handel's Messiah - to sell their cheap products! I boycott every company that uses these sacreligious methods to sell their products!
The commercials are so R rated that when my grandchildren are over visiting at my house, my TV is totally turned off. And my children, who are now raising children, keep their TV's off all the time because of the terrible influence the scary and/or sexy ads can have on their children. No program is worth watching where the ads coming on it, can scar the lives of our dear, innocent little children!! Thrity second ads? They think people are going to watch those? Good luck! I won't watch them. Where commercials are going to take over the show - I'll turn off the show!! I watch very little TV now because the shows are so dirty, filthy, and stupid with their dumb laugh tracts. I get old movies or old TV shows that are clean of content, and watch those. I watch PBS science shows and news programs, and KBYU.
Prunella Says
I hate the beating drums, the noise, the crass language, and the offensive content of the commercials. I hate the advertisers' plagerism as they take the sacred, religious music at Christmas - like the Christmas carols or like Handel's Messiah - to sell their cheap products! I boycott every company that uses these sacreligious methods to sell their products!
The commercials are so R rated that when my grandchildren are over visiting at my house, my TV is totally turned off. And my children, who are now raising children, keep their TV's off all the time because of the terrible influence the scary and/or sexy ads can have on their children. No program is worth watching where the ads coming on it, can scar the lives of our dear, innocent little children!! Thrity second ads? They think people are going to watch those? Good luck! I won't watch them. Where commercials are going to take over the show - I'll turn off the show!! I watch very little TV now because the shows are so dirty, filthy, and stupid with their dumb laugh tracts. I get old movies or old TV shows that are clean of content, and watch those. I watch PBS science shows and news programs, and KBYU.
Jeanne D. Weiske Says
Frankly, nothing gets me to hit "mute" faster than Billy Mays and his falsetto shouting at full volume. In most cases, I can and have totally tuned out all ads. They've gotten so loud and abrasive, all they do is irritate. Since most of them are for "male enhancment" junk. And I agree that most drug commercials only convince one to avoid them all. Although, with the obvious lack of talent and imagination resulting in the proliferation of junk, ie "reality" shows, why bother to turn the thing on at all?
Veloman Says
Why are we exposed to all ths medical stuff? The doctors I see would think I was nuts if I suggested some of the junk they advertise. The side effects on most of this stuff makes you wonder why the FDA allowed them to be sold.
Advertisers should also specify that networks do not show their commercials more than once every 3 hours. How much Billy Mays can the average person stand? I'm beginning to think that more of us need to write the companies involved and complain about their advertising. As for the ads touting male enhacement, they should only be allowed after midnight. Any show connected with these ads should be given an R rating!
Rene K Says
HAHAHAHA I went back to watch some 30 second superbowl commercials... and to get to it, I had to watch a commercial!!!!!!!!!!!!!!!!
Sabre Says
I believe Hulu innovated this kind of advertising, The shows take their normal comm break, but it's sponsored by a single company, making for short ads.
TVRox Says
I hate LONG commercials, but they are the only time in the whole of a show you can go to get a snack or use the bathroom. You can only stop the tv if you have a DVR, which i don't.
Elzera Says
I liked this one so I just copied it!!
The commercials are so long now that I quit watching them and immediatly hit the mute button on my remote. I used to watch the commercials but now they are so offensive I watch none of them. In fact, I refuse to purchase the products of the really lengthy ones. Having the volume increased really burns me. The ones that increase the length and increase the volume are products that I totally refuse to purchase.
and more from me;
I guess the next step the industry will do is get rid of the mute button
(my favorite tool!!!! ) I HATE COMMERCIALS ABOUT SEX TOOLS,LOTIONS AND POTIONS,I HATE ENHANCEMENT ADS! CAN'T ENJOY TV ANYMORE WITH THE FAMILY. IT'S OFTEN EMBARASSING.
Quit going to movies too because I hate the ads when I paid to watch a film.
I'm investing in my favorite films and evantually shut of the TV all together because of imsulting brash and stupid commercials.
TCM Tunner Classic Movies AWESOME!!!
The best of all if you can do it is go to live plays and musical theater.
Trish Says
I have stopped watching most tv and only watch HBO, Starz or something I tivod. Some of the basic cable channels have ridiculous amounts of commercials. I can watch a 2 hour American Idol in about 45 minutes! I'm glad the networks are finally catching on to why ratings are at their lowest ever for big events.
Bob Esophagus Says
TWO MINUTE commercial break?
Breaks haven't been two minutes in ten years!
They're FIVE minutes, or more.
Some segments of shows I watch are only FOUR minutes!
Shorter than the commercial break!!
TV is done for.
windyblue Says
That is wonderful, I am so sick and tired of watching commericals, They should be put on after the show, is over, or movie is over. Movie's and TV programs would be a lot shorter with out them. i wish I had a button or something that I could just skip through the commerical's or get rid of them totally. When I am watching something I want to see the program, not what some one is trying to sell.
So lets get rid of commerical totally.
joe Says
The commercials are so long now that I quit watching them and immediatly hit the mute button on my remote. I used to watch the commercials but now they are so offensive I watch none of them. In fact, I refuse to purchase the products of the really lengthy ones. Having the volume increased really burns me. The ones that increase the length and increase the volume are products that I totally refuse to purchase.
LessTv Says
Maybe the ad & tv execs will like this but I quit watching Seinfeld as product placement got more prominent - I don't think I watched the last season at all. The more integrated the ads, the less likely I am to watch the show at all. I quit going to the movies when I had to pay money and then sit thru a bunch of ads - I could tolerate one 30-second set of dancing soft drinks and maybe some coming attractions but that was it! Bottom line - if I have trouble telling the difference between the show & the ads I leave...
Doug Says
SICK OF THEM OVER AND OVER AND OVER SAME THING THEY DONT SEEM TO REALIZE THAT IT PISSES PPL OFF .................... NOT INCREASE BIZNESS................FOR ME ILL NEVER GIVE UP MONEY FOR IRRATATING ADS THAT ARE SHOWN TOO MANY TIMES .................SEEMS AS THO CORPERATE AMERICA STILL HAS NO CLUE ???????
Gengarry Says
T H E A N S W E R: N ET F L I X
commercial hater Says
The commercial breaks on my favorite shows are usually about 3-4 minutes. This is why we record and fast forward. I would survive a couple 30 second shots, but not if they were more frequent. I think product placement is the way to go, way less annoying.
Nate Says
I dont like commercials, it irks me to no end that exactly one third of a programs time is eaten by commercials, so a half hour show is really twenty minutes, and hour show is 40 minutes and if you're watching a two hour film on tv then it either the movie will really be 80 minutes or that twon hour movie will have an additional 40 minutes (!!!) of ads thrown in their
I dont have dvr but I find the best solution is my good ol' mute button
scott Says
Sounds more like old time tv where a show was sponsered by one company, rather than some new conceipt.
locksmith513 Says
i thought when cable first came out years ago you paid for it and it was commercial free. we are still paying for cable and we still have to watch all the stupid stuff they put on. as soon as one comes on i switch stations.
Alex Xnet Says
about the BBC America thing, will they finally show Top Gear in it's full, unabridged 60 minutes? I've been having to download the episodes from the internet to see the whole thing, its ridiculous!
David B Says
No matter what they do...I can still use the MUTE button.
Not to mention with HULU.COM & other network web sites, I can watch any re-run I want with either 1 long commercial at the beginning of it and that's it, or four 25-30 second commercials and that's it.
So either way...I win...they lose...end of story...
aus Says
Anyone heard of "pause live TV" button? It works pretty good for me!
KWB Says
I love my DVR!!!
People want them for a reason & it is not just to record favorite shows. It is to SKIP COMMERCIALS!
Commercials are so annoying!
Especially all those about male enhancement products, or prescription drugs (and their lengthy list of side effects) . Or those "Billy Mays" commercials pitching a load of crap that never does what the ads claim...
Also the commercial breaks are getting longer and more frequent.
What would stop them from simply adding subliminal digital images or messages into the shows? It wouldn't be that difficult to do.
You won't even realize you just watched a commercial when you have that sudden craving for a soda or microwave popcorn... Or whatever other product they're trying to peddle to the masses.
Social engineering... It has been done before.
It is being done now.
Concerned Actor Says
Actors who are not actually starring in the TV shows or movies will be out of work? The job of the commercial actor will no longer exist. This is going to put a lot of people out of work.
Stan Pribichevich Says
I agree with other posts here..this isnt new thinking. If you really want to keep the audience, you do what Seinfeld did back in the '90's...product placement. I mean the guy had about 15 different brands of cereal prominently displayed. Not to mention "Bosco" episodes , driving a Saab, Snapple references etc etc .
TimG953 Says
This is why radio is doing so well during this recession. Not only is it the last opportunity to reach a potential buyer before they make a purchase, but most people don't flip a channel and skip the commercials when they are driving and listening to htier favorite channel. Radio also has no productions costs, unlike TV.
Misty Says
30 Seconds is still to long. In my Personal Opinion what they should do is pick a time slot say around 2am and Instead of running a Infomercial use that hour or 30 mins to run all the Commercials for that day, OR invent a Box kinda Like the New Converter Boxes, but make a Commerical Buster Box, LOL. And anyone that that wants to can buy a Box and pay a Monthly fee, say $10 a Month and not have to watch the Commercials.I'd buy it. Just to not have to watch those Stupid Male Enhancing Commercials.
Embolicat Says
If there are not going to be any more commercial breaks when will we have a chance to go to the toilet????
Carla S. Rogers Says
The ad on "Psych" is great. I would engage with that. I HATE almost all commercials. That's why I love my DVR...I can just zip right over them. I hate it when I have to sit through commercials anymore. I usually get up and go do something I need to be doing anyway. But if there were short 30 second ads, especially using the show characters, I'd just hang around and see what they do. Great idea!
Cindy Says
When this begins, I stop watching TV and call for a 3-month boycott of all shows.
tom sillis Says
yeah, start believing your own hype admen, this is very Max Headroom, next it will be blipverts, just turn the volume on ads down, and, let the public decide what it wants
optimus prime Says
there go the days of being able to run to the bathroom during breaks.
Jirard Says
BFD. This concept, taken to the extreme, was popularized back in the 1980s. Ever hear of a "blipvert"? Max Headroom? Do a search. This is not a new concept.
brian Says
I would like shorter breaks but what 2 minute breaks are you talking about. They seem to more in the 3 to 5 minute breaks especially on te CW. There are two breaks during their shows that go more the 4 1/2 minutes. ABC also has the occasional 5 minute break. I know because my VCR will shut down after five minutes on pause.
AdWatcher Says
Have you been watching TV?
Because a lot of this stuff has been on the air for several years.
NBC has done tons of this stuff over the last two years with Home Depot, Sprint, and American Express. Fox made huge headlines at the start of this season by running "Fringe" wtih fewer commercials and shorter ad breaks (isn't this an example you could have used for Fox?). CBS has run stuff in ad breaks from Unilever and ABC recently allowed the Star Trek Enterprise to jet out of the "O" in Its Lost drama.
I suspect you can argue your article puts forth the notion that this is all reaching critcial mass, but the fact of the matter is that all of these new techniques account for just a fraction of the ad spend on TV. Most of the deals that involve these things come along with a demand that the advertiser plunk down more cash for regular old 30-second ads.
I appreciate the effort you put into this topic, but you've really only skimmed the surface. You shoud read more in Advertising Age, TV Week and previous years of the WSJ to get the real story.
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