Fox to serve heaping helping of 6-second ads during NFL Thanksgiving broadcast

(Josh Hallett/Flickr)

Fox Sports is prepping quite the spread of 6-second ad spots for air during its annual NFL broadcast on Thanksgiving Day.

The network plans to air nine 6-second ads during its Thanksgiving broadcast of an NFL matchup pitting the Minnesota Vikings against the Detroit Lions.

The expanded inventory for the Thanksgiving game comes after Fox earlier this year announced its intentions to weave the new shorter format ads into its NFL coverage for the 2017-2018 season.

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The Fox Networks Group began testing the 6-second ad format this summer during the Teen Choice Awards. Duracell and Mars were among the first brands to jump in on the tests with Fox, which said it wanted to use the 6-second ads “as part of a push to improve the viewer experience across all platforms and bring better attention and focus to brand messaging.”

“We’re excited to work with Duracell and other brands to boost the impact and awareness of their campaigns through a truly innovative mix of ad formats on Fox. While brands have been experimenting with 140 characters for quite some time, now we are introducing a way to do so with the sound, motion and full-screen experience of broadcast television,” said Suzanne Sullivan, executive vice president of entertainment sales at Fox Networks Group, in a statement.

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Other programmers have also taken to the new ad format, which was popularized by YouTube.

AMC began attaching the ad format to the front end of new episodes of “The Walking Dead.”

Starting with the second episode of season eight airing on Oct. 29, AMC started slapping on a 6-second spot at 9 p.m. EST as the airing of the previous episode ends and leads into the new episode. The network will do the same thing for episodes 3 through 8, leading up the midseason finale, according to Adweek.

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