A new ad format will start appearing on NFL games and other programs on Fox starting this fall, the six second video ads. The Fox Network Group will start offering the bite sized ad slots in addition to its standard sized fifteen and thirty second ads for different sporting events. Fox already tested out the six second ad format in mid August of this year during the teen choice awards.
For decades now, viewers have been used to seeing 15 to 30 second ads on TV networks while the shorter ads are seen more on digital platforms including Facebook, YouTube and Snapchat among others. While TV networks have experimented with shorter ads in the past, it was largely to promote specific brands using publicity stunts. However, now Fox hopes to make six second ads an industry standard as consumers increasingly express less tolerance for frequent flooded ad breaks while watching their shows either online or on TV.
“When the six-second ads are placed in unique positions, it has the potential to gain even more attention than a traditional unit,” Eric Shanks, president of Fox Sports, said in an interview.
N.F.L. fans will be able to catch a first glimpse of the ads on Fox on Sept. 10 just before kickoff in the network’s games on the regular season’s opening weekend, and Mr. Shanks said they were also being offered for the World Series and other “marquee events.” Fox is working to integrate them sparingly into some in-game breaks with 15- and 30-second spots; it may also place them through new formats, like in a box adjacent to players on a field during pauses. They hope that all this will help reduce the commercial time that viewers are forced to sit through.
“So, for example, if a pitching coach comes to the mound just to have a conversation and you know that conversation is going to last 30 seconds, is a six-second unit in there going to add to the experience and then be able to decrease the amount of ad inventory somewhere else?” Mr. Shanks said.