Hallmark Gives Advertisers 'Fast Break'

girl watching tvLooking to further tackle the issue of TV messaging clutter, Hallmark Channel has started up new shorter-length commercial pods.

The effort, called "Fast Break," will replace, on occasion, two- to-three-minute and longer commercial pods with one 40-second pod. The advertiser will air a 10-second bumper -- with its logo -- telling viewers about the show and that they will be returning to the program after a short commercial break. This will be followed by a 30-second spot.

Fast Break will be inserted throughout Hallmark's schedule -- in 30-minute, 1-hour and 2-hour-length programs.

"So much of what we do is about storytelling," says Bill Abbott, president/chief executive officer of the Hallmark Channel. "The shorter the break, the better the ratings, and more awareness for advertisers."

Mutual of Omaha has signed on as the premiere sponsor. The insurance company will run the special pods June 23-26 during the 9-11 p.m. movie and on June 28 from 7-9 p.m.

Years ago, Hallmark instituted shorter commercial pods, called movie entitlements, for its prime-time movies in response to clients' concerns over clutter. Twelve minutes of network commercials time were reduced to four minutes.

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