Marketing Blurb loves lingo more than rappers love bling. Today we discovered
The Wall Street Journal (paid subscription required)
coined the term “ad bunching.” The term describes the recent practice by advertisers to cluster or even dominate a given media placement. Last summer, for example, retailer Target Stores purchased all
available advertising for one issue of
The New Yorker magazine. American Express is testing ad bunching on television, by running three commercials back to back to back on such programs as
60 Minutes, Lost, and
Law & Order. (
Marketing Blurb already believes NBC runs so many promos for
Law and Order that it seems as if the show is airing continuously.) American Express believes ad bunching supposedly makes advertising appeals more difficult to ignore. If the technique proves effective,
The Wall Street Journal believes network may begin charging a premium for bunched placements.
Marketing Blurb reminds viewers you can escape by turning off your television.
Photo Credit: NBC
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