The six-second commercial -- which has become a standard for many digital video environments, especially pre-roll -- is coming to broadcast TV. Fox Networks Group this morning said it will launch the first six-second ads on broadcast TV during its August 13 prime-time coverage of “Teen Choice 2017.”
Fox said Duracell and Mars will be among the first advertisers utilizing the new video ad units on TV and that they would run in real-time broadcasts as well as in its on-demand streams.
While short-form ad units on broadcast TV are not unprecedented, they have historically been relegated to so-called ID spots or promotional consideration announcements.
The minimum industry standard broadcast TV commercial length has historically been 15 seconds, and there have been controversial industry debates every time the broadcast industry has shifted to shorter-form units, usually focusing on what the proportionate or relative effectiveness of shorter-form ads is relative to longer-duration spots.
Fox, which previously discussed plans to introduce :06 units, said the ad format was originally developed by YouTube, and that the broadcast versions initially will be part of “shorter ad pods within the telecast that also include six-second promos for Fox programming.”
Fox described the rollout as “testing” to “gather insights into its role within a broader marketing mix that also includes traditional spots.”
The broadcaster added that it intentionally is introducing them during “Teen Choice,” because it believes younger audiences are drivers of new media consumption and are “generally receptive to shorter ad formats.”
Fox said it will also reduce the overall number of commercial breaks in the telecast as part of its push to improve the viewer experience across all its platforms.
Suzanne Sullivan, executive vice president of entertainment sales at Fox Networks Group, said: “We’re excited to work with Duracell and other brands to boost the impact and awareness of their campaigns through a truly innovative mix of ad formats on FOX.
“While brands have been experimenting with 140 characters for quite some time, now we are introducing a way to do so with the sound, motion and full-screen experience of broadcast television,” stated Sullivan.