Toyota Motor’s Lexus will sponsor the halftime show of Thursday Night Football no matter where the show airs, which this season will include the NFL Network as well as both CBS and NBC. CBS and NBC are each scheduled to broadcast five of the National Football League’s Thursday-night games in 2016. Each match-up will be simulcast on NFL Network.
Taking a page from the online advertising options playbook, Lexus recently ran an interactive TV campaign where viewers could “skip” TV commercials — similar to what they would do with online video advertising. The campaign ran from June 2 to July 13, promoting the Lexus LS on more than 15 connected TV platforms including Roku, XBox 360, and Amazon Fire TV.
Some of the most interesting comedy taking place during tomorrow night’s Late Night with Jimmy Fallon may occur during its commercial breaks. In an intriguing ploy meant to harness both TV advertising and social-media, NBC will allow Lexus to run a live commercial in two different ad breaks accompanying the show.
ABC’s first effort to deploy a new Nielsen app that allows a real-time, two-screen experience with an iPad and TV went belly-up last fall. But a second go-round starting this week could actually be more beneficial for the network now that a sponsor is attached. The app allows a viewer watching the broadcast of a show to simultaneously interact with related content on the iPad.