New forms are coming online. In January, Turner Broadcasting launched the comedy "Angie Tribeca” by airing the entire 10-episode season in a 25-hour period on TBS.
Other networks -- broadcast and cable -- are also looking to test this idea. And why? Research shows over 40% of TV viewers binge-watch multiple episodes one or two times a month.
And while binge viewing seems to go hand-in-hand with mass commercial skipping, TV networks may have other ideas.
David Poltrack, chief research officer at CBS, told Reuters the network is considering adding serialized commercials to make sure that binge viewers are not exposed to the same ad again and again -- thus hoping to keep those viewers around longer.
Poltrack and others network executives can show plenty of data that while viewers will time-shift, they’ll skip through commercials only half the time. So one would imagine there is plenty of opportunity in a binge-viewing environment .
Binge viewing would also seem to result in higher TV production costs. If a sizable part of Netflix viewers blow through a 13-episode season of “House of Cards” in a weekend, more new TV content is needed to keep viewers interested in coming back. So for traditional ad-supported networks -- in regards to binge viewing -- there might be a need for a more robust business model.
The positive for ad-supported networks is that executives can point to a slew of big data showing the big TV screen is still the place for marketers to get the most bang for their media buck.
In recent years, we have seen a number of new TV-ad innovations: branded in-show entertainment; new kinds of product placement; limited commercial/sponsorship of TV programming; and on-screen marketing “swipes” and graphics, to name a few.
TV has already moved to much “appointment viewing” and “time-shifted viewing.” Now comes the need to adjust to “bulk viewing.”