- Fox Television (FOX +0.8%, FOXA +1%) is climbing aboard a developing trend for short, punchy advertising with plans to air six-second spots in NFL games and other live sports during the coming month.
- It will start a limited number of spots in pro football games (starting with the regular season opener Sept.10) as well as MLB, college football and Major League Soccer.
- Fox had tested the format during the Teen Choice Awards. It promises to reduce ad clutter in broadcasts, but costs a premium to maintain revenues under smaller loads -- and it's an open question whether marketers will find the increased expense worthwhile.
- But the Teen Choice ads did see paid premiums, with some paying $75,000 for the six seconds, Advertising Age reports.
- The minimal ad length is an import from the digital world, where YouTube (GOOG +0.9%, GOOGL +1%) has been using it for a year, and Facebook (FB +0.7%) is developing its own six-second spots as it leans on its new "Watch" video programming tab.
- Now read: Why Instagram Could Become Bigger Than Facebook
Original article