"Reaction [beta]"
Coming soon: "Themed" ad breaks 17 Apr 2008
AdvertisingAge reports that the UK is to get its first prime-time "themed" ad break next month, "when marketers espousing a strong design ethos are invited to buy space during the top-rated show Grand Designs."
Seems like the TiVo / Sky Plus / DVR / PVR revolution has finally convinced the networks that ad breaks must provide value if they want viewers to keep their fingers off their fast-forward buttons. Not sure it will work though.
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1 comment so far
Adman 17 Apr 2008 10:49 AM
Don't know what to make of this. On the one hand, I think it's doomed to failure because people just aren't interested in ad breaks (even "themed" ones). Yet part of me hopes it will succeed, because the alternative means of combating viewers' propensity to skip the ads - i.e. product placement - is far worse.