21st Century Fox will continue tinkering with ad breaks by reportedly prepping short video segments that are available for sponsorships and will run during ad breaks.
According to Variety, the “inspirational” clips will air beginning in the fall. The clips will focus on individuals who have overcome severe illnesses or injuries and Fox is hoping pharmaceutical companies, sports advertisers, insurance marketers and wellness firms might sponsor the short videos.
Fox has hired ad agency TBWA \ Worldwide to help with the campaign. The company unveiled the new videos, dubbed “Unbreakables,” during Cannes Monday.
"'Unbreakables' was created to address a growing need for inspirational, hopeful and optimistic video content that audiences want, need and search for, while also providing context, brand safety, reach and targeting at the scale that advertising partners demand," Fox said in a press release.
According to Ad Age, the videos will take different formats, including six-second spots, and will air across the Fox Broadcasting Network as well as National Geographic, Fox Sports and FX.
Like fellow broadcaster NBC, Fox has been aiming to reshape the traditional ad break structure during its primetime programming. Fox has been experimenting with six-second ads and has revealed its goal of two minutes of ad time per hour of programming by 2020.
“The two minutes per hour is a real target for Fox, and also our challenge for the industry,” said Ed Davis, chief product officer for ad sales at Fox Networks Group, to the WSJ in an email in March.
Earlier this year, NBCU said it would reduce ads by 10% and decrease the number of advertisements in commercial pods by 20%.
“Sometimes, a little bit less means a whole lot more,” said Linda Yaccarino, chairman of advertising and client partnerships at NBCUniversal, in a statement. “The industry knows that television is already the most effective advertising medium there is, but we need to make the experience better for viewers. We promised some big swings last fall to move our industry forward and this is the first one. Now, NBCUniversal is advancing the TV experience as consumer behavior has evolved: lower ad loads, more innovation and more targeting.”