| As per the figures thrown up by a PhaseOne Communications
study, American television has seen a record amount of traditional
advertising including an average of over 45 commercials and promos
each hour. This may sound like the advertising fraternity is minting
money except that it also implies that the clutter in traditional
advertising space has increased too.
Tackling the clutter
However, the study also notes that in three hours of prime time
television, the four major networks in the US aired an average of
six promotions for a total of 31 seconds during programming rather
than in breaks. Clearly, there is a marked shift towards in-program
placement.
"For the first time since our initial study in 1991, we are
seeing ads and promos during actual programming," says PhaseOne
Communications director of analysis Terry Villines.
Each network had its own version of in-program advertising. NBC
used an average of nine on-screen 'pop-ups' to promote other NBC
programs. Although CBS did not use any on-screen promos, it used
a program's host to verbally promote other CBS shows an average
of three times during prime time.
Fearing viewers' tendency to tune out during commercial breaks,
especially when facilitated with digital video recorders such as
TiVo, it appears that marketers are now exploring new ways to reach
their intended audience.
According to the study, each of the networks used at least one
method of promotion during prime time programming, including on-screen
text (pop-up) promos, program hosts or actors promoting an advertiser
and the presence of sponsors' corporate logos on-screen or within
the show.
Ticking off the viewer?
While these new devices do not account for much time when compared
to traditional advertising, they are noted for their encroachment
on programming.
"Viewers have come to expect a certain amount of advertising
during commercial breaks. However, we would caution the use of promotion
during programming for fear of irritating and ultimately alienating
viewers," says Villines.
Indian television too is trying to jump out of the well - there
are instances to support that - but is it showing? If yes, where?
If not, why? For a lowdown on the Indian scene regarding in-program
brand placement, click on the link below:
Wedding the plug
to the program - will television say I Do?
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