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Advertisers To Test 3D Spots

The Wall Street Journal, Friday, June 11, 2010 12:38 AM

Walt Disney Co.'s ESPN network has convinced three major advertisers to produce expensive 3-D commercials for its new sports channel debuting Friday with the 2010 World Cup broadcast. It is the first major test of marketers' appetite for 3-D pitches. Procter & Gamble Co., Sony Corp. and Disney's Pixar will all experiment with spots on the new 3-D sports channel. ESPN has previously aired several 3-D telecasts, including the Masters Tournament.

Ad executives say 3-D ads are costly and represent a time-consuming effort, since there are so few production firms skilled enough to create these types of spots. Prices to create regular, 30-second ads, for major marketers, can cost between $500,000 to $1 million and 3-D commercials can increase the price by 30% to 40%, says ad executives.

Read the whole story at The Wall Street Journal »

3-d, ad buys

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