The revolution of TV advertising?

by Kerry Martin

Since the advent of TiVo, how we watch TV has never been the same.  For those who tape television programs to watch later, DVRs allow you to fast forward through commercials so you don’t miss a beat.  With some programming like live sports, however, most fans will prefer to watch a game as it happens and sit through seemingly endless commercial breaks.

Yesterday while watching the final laps of the Daytona 500, I noticed a very interesting technique for cutting away to advertisements while the action was still going on (because in NASCAR racing, the cars don’t stop for commercial breaks).


With a special picture-in-picture frame, the broadcast followed the lead cars around the track while also airing commercials to the side.  The format provided sponsors an even better opportunity to showcase their product by including their messaging around the corner of the frame, providing a constant reminder of the product or brand as opposed to traditional advertising where the advertiser logo usually only appears at the very end.

For racing fans, it’s also a win-win because they won’t miss what happens during the break like caution flags or position changes.

Imagine how this could change both live sporting events and other broadcasts?  Football games wouldn’t need to have those overly long breaks just for a quick 45-second timeout.  And think of how it could have cut down the 3 ½ hour Academy Awards from last night (I see a 15-second spot popping up while the winning sound editor walks up from their seat in the back).

What are your thoughts?  Would you mind seeing more of these types of ads in the future or do you value the time you have to get up and refill the chip bowl?

2 Responses to The revolution of TV advertising?

  1. Mike G. says:

    Good thoughts, Kerry. I’m continually annoyed by TV timeouts for commercials at CAL football games (just HAD to give a shout out for my Golden Bears). ;-D

  2. Anonymous says:

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