Prime Pod -- part of NBCUniversal's effort to reduce advertising time by 10% in the quarter -- is a commercial pod just 60 seconds long. It runs in the first or last break of a prime-time show and contains up to two advertisers' messages for stronger viewer impact.
NBC says a qualitative study conducted by Ameritest showed marketers that participated in the Prime Pod effort had 28% better engagement versus traditional pods; 27% greater ad awareness; 21% increased brand interest; and 8% more likely to make a purchase.
In addition, there was 12% more search engagement.
NBC say Prime Pods do even better when it comes to consumers getting new information on a product or service, with unaided recall jumping by 36%; intent to purchase climbing 18%; and intent to learn growing 33%.
In its efforts to cut even more TV commercial time, NBCUniversal will expand its Prime Pod to the network group’s entire roster of TV networks -- beyond prime-time programming -- to include dayparts, such as NBC’’s “Today” and E!’s “E! News' Daily Pop,” and late-night programming.
The effort, initially planned to reduce prime-time ad time by 10% (and the number of ads by 20% ), will aim to reduce ad time by another 10% this year. The original efforts included more than 50 prime-time shows across the NBC broadcast network and cable channels, such as USA and Bravo.
By 2020, NBCU say its goal is to reduce video ad load and ad clutter by more than 20% each in prime time.
Typical network commercial pods can contain three to four or more commercials, running two minutes or more in duration. Media buyers said marketers paid a premium price for Prime Pods.
NBC wasn’t the only broadcast network cutting back on prime time ads during the fourth quarter of the 2018-2019 fall season.
Fox did much of the same with its so-called “JAZ” pods, which stands for ‘Just ‘A’ and ‘Z’” -- first and last placements of commercials, which typically get higher viewership.