There are a number of advertising and television industry pundits who boldly claim that no one is watching commercials anymore.
Marketing Blurb believes people are
watching, but just not
paying attention. But no matter, because a new network called CW believes what advertisers need is more time—ie longer commercials. The CW network, forming from the soon to be defunct WB and UPN, will offer “content wraps,” two-minute super commercials that will be presented three times throughout an evening of programming. "It's entertainment," said Dawn Ostroff, entertainment president for the new network. . "This is a way to keep viewers with us throughout the night." According to plans, these would be serialized commercials—a program within a program. No advertisers have signed on as yet, the director of advertising and media for Kellogg’s believes the concept has merit.
Marketing Blurb is skeptical, but we get fidgety just watching two minutes of broadcast television period.
The Los Angeles Times has more (free registration required.)
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