Stay Tuned for Ads During TV Shows

Advertisers to paste commercials on sides of screen
By Matt Cantor,  Newser Staff
Posted Aug 10, 2009 9:10 AM CDT
Stay Tuned for Ads During TV Shows
Actor Steve Carell appears in a scene from "The Office."   (AP Photo/NBC, Justin Lubin)

(Newser) – A new strategy aims to grab the attention of viewers now using DVR to skip commercial breaks: in tests, so-called “in-show ads” are run on the top or bottom of the screen—and even on occasion in the middle—during the action, Advertising Age reports. Execs are betting that Americans today have the “capacity to accept multiple messaging all at once.” Early results are encouraging, they say: ads run in a crawl at the bottom of the screen during NASCAR coverage did significantly better than spots.

story continues below

In one ABC experiment, some 29% more people on average remembered an ad when it was packaged in the center of weather graphics, rather than during a break. Of course, there's a risk of audience rejection, as some found with ads that superimposed on a transparent screen over a sports match. “While I think viewers can handle a lot," one skeptic notes, "that doesn't mean they necessarily want to."
(Read more advertising stories.)

We use cookies. By Clicking "OK" or any content on this site, you agree to allow cookies to be placed. Read more in our privacy policy.
Get the news faster.
Tap to install our app.
Install the Newser News app
in two easy steps:
1. Tap in your navigation bar.
2. Tap to Add to Home Screen.