T-Mobile, which last month used the six-second format to promote its hurricane relief efforts during Fox’s coverage of the World Series, said results suggest that the short-form spots boosted viewer engagement metrics such as brand recall, likability and message recall.
Promising a “seamless” experience for viewers, Fox Sports says it will air nine six-second ads during its Thanksgiving Day telecast of the NFL matchup between the Minnesota Vikings and the Detroit Lions.
TV adaptation of shorter five- and six-second commercials continues to climb — with consumer-products advertisers the biggest buyers, mostly on local TV stations. From Aug.11 through Aug. 29, Kantar Media says, $3.06 million was spent on these shorter-length commercials — $2.43 million for five-second spots and $625,500 on six-second spots — for 252 spots.
A limited number of six-second spots will air during Fox Sports’ NFL and MLB coverage on Fox as well as college football and MLS on FS1. The spots will also appear during America’s Game of the Week on Sept. 10.
Blink, and you’ll miss them: Fox intends to pepper its coming broadcast of Teen Choice 2017 with six-second commercials for Duracell batteries and Snickers and Twix candy bars. In a move that seeks to take a commercial format used frequently by YouTube and determine if it’s ready for primetime TV, the 21st Century Fox-owned broadcast network said it will run shorter commercial breaks during the Aug. 13 event that will also include promos for Fox shows that are just six seconds in length.
Fox Networks Group is adopting the six-second, “unskippable” ad, following in YouTube’s footsteps as it tries to cater to its growing number of online viewers. FNG announced the move at the Cannes Lions conference, alongside executives from YouTube, which instituted the six-second ad format last year. FNG’s first such ads will debut on its streaming services and then eventually on linear television, the company said.
