After calling for a pause in productions, entertainment industry groups said that the easing of COVID-19 restrictions locally means filming of commercials can resume.
WarnerMedia’s new HBO Max streaming service is considering adding commercials to classic movies and some of its original content. The company has circulated a marketing survey to consumers, explaining that an ad-supported version of HBO Max could potentially carry two to four minutes of advertising per hour, according to Variety. While ads won’t likely appear in any HBO original shows or new movies, the survey suggests ads may appear alongside content from WarnerMedia’s other TV networks.
The streaming-video hub is starting a trial run of new commercials aimed specifically at binge-watchers, which the company defines as subscribers who watch three or more episodes of the same series consecutively. Over the course of a three-episode session, a specific ad in the last commercial break of each of the first two episodes offers humorous commentary from Hulu and a specific marketer, and acknowledge that a binge session has begun.
Nielsen says the duration of TV commercials is increasingly growing shorter. In the first half of 2017, 36% of all TV commercials were 15 seconds in length versus 34% for all of 2016, 30% for 2015 and 29% in 2014.