NFL embraces streamlined commercial breaks to further ratings momentum

C games are too damn long | Bill Connelly for college football commissioner

NFL embraces streamlined commercial breaks to further ratings momentum

College football fans cannot on agree on much. We disagree on what a “pro-style offense” is or isn’t. We disagree on whether Hot Team A has played anybody. (Spoiler: they ain’t played nobody.) We disagree on whether the Big Ten is overrated or underrated. And we definitely disagree on what targeting is.

Here’s one thing all of us agree on: games are just … too … damn … long.

College football games averaged nearly three and a half hours in 2016, and some went for nearly five hours. One game lasted so long, Mack Brown had to leave the announcer's booth on air. That’s absurd, and people have plenty of ideas on how to rectify that.

Some of those ideas are ridiculous. We’re not going to change quarter length from 15 minutes to 12. It seems unfair to reduce the number of replays in a game; if your officiating crew is having a bad night, saying “just accept it” doesn’t work.

But there are a few changes I would make immediately.

1. Fewer/shorter commercial breaks

Any discussion about game length has to start here. Modern games have up to five times as many minutes devoted to ads as they do to gameplay.

This is a tricky issue because live sports are just about the only sure thing for television companies at the moment, and you’re going to make important revenue from live events. Selling fewer ads ly means making less money in the short term.

In the long run, however, cutting back on ad time preserves your audience, ensuring people will still tune in (and watch ads) 10 years from now.

For bigger games, it’s possible that if you sold fewer ads, you could sell them each for more money. And if you could move a few commercials from in-game action to halftime, a la soccer, people wouldn’t complain about getting less halftime analysis. (And yes, that ad time is less valuable. There’s always an issue with ad revenue.)

Whatever can be done, needs to be done. Game lengths have increased by seven minutes in just three years. Lop off two commercial breaks, and you’re almost back to 2013 levels.

Of course, you could lop off a lot more than that if you were willing to advertise in a different way.

The most valuable franchise in sports is the Dallas Cowboys, but three of the top five are soccer teams: Real Madrid, Barcelona, and Manchester United. The world’s most valuable sports franchises function and thrive on games broadcast without commercial interruption, and sponsored in large part by on-field advertising, subscription fees, and team sponsorships.

It’s not the preference of the NFL, sure. But it has been done, and done well, and done by successful sports franchises. The future of American football probably involves embracing things currently considered heretical to the NFL and its airtight branding.

There will be sponsors on uniforms, and in-game advertising on the stands, and whatever else the leagues and their television partners can plaster onto a TV screen — if only because the attention spans of the audience will only get shorter, and their patience for enduring even the biggest and most coveted live sports broadcasts more scarce.

(And if we were to do that, we’d probably want to find a way for players to get a cut.)

2. The clock doesn’t stop for a first down until the last five minutes of a half

This keeps end-of-half scenarios exciting. And there’s no reason for the clock to stop after a 10-yard run on the first play of the game.

(If you propose we also keep the clock running after incompletions before the last five minutes, I’m listening.)

3. Replays have a time limit

I don’t want to limit the number of potential replays, but if the replay official hasn’t reached a decision after however many seconds, we rule it inconclusive and move on.

Photo by Scott Halleran/Getty Images

This 2016 game lasted almost FIVE HOURS.

These could cut four to nine minutes per game by themselves — one to two fewer in-game commercial breaks would save three to six minutes, and a couple of shorter reviews would save one to three minutes — and that’s before we get to the harder-to-measure impact of adjusted clock rules.

And we didn’t even have to shrink the game clock.

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Commercial breaks

NFL embraces streamlined commercial breaks to further ratings momentum

New Words dirty camping.

December 16, To top. Get our free widgets. Add the power of Cambridge Dictionary to your website using our free search box widgets.

Placing you at the heart of the nation’s favourite shows

Dictionary apps. Browse our dictionary apps today and ensure you are never again lost for words. In one sitting, that much fluff would be an obvious problem. Here is how that chunk of uselessness is divided:.

This is the formulae that keeps us tuned in. Notice how they string the main plot Myth 1 through the entire hour, delivering the pay-off only at the very end.

Notice that sneaky double commercial block at around 15 minutes in.

Thank you Thomas for helping me realize why I've always found this show, which seems so interesting, vaguely unpleasant to watch.

The problem is that no story is actually told in a manner efficient enough for my enjoyment, rather just efficiently enough for me not to notice how little fun I'm having.

If you're looking for something a little different, the following types can be produced — either entirely by you, or with the help of our creative team:.

Commercial break definition: A commercial break is the interval during a commercial television programme, or between | Meaning, pronunciation, translations.

A television advertisement is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product or service.

Advertisers and marketers may refer to television commercials as TVCs. . Fox stated that shorter commercial breaks keep viewers more engaged and.

Designed for special occasions, creative breaks allow advertisers to take over an entire ad break in unique ways to promote a certain issue or event.

A recent example included Aldi partnering with brands Microsoft, Gaviscon, and Nurofen to take over a Coronation Street ad break to mark Deaf Awareness Week where all the ads were signed.

A memorable example included the Territorial Army TA launching 21 different live ads, each broadcast from Afghanistan. To measure attention we used a questionnaire pioneered by the Carat Group which has been validated elsewhere.

  • NFL to experiment with commercial break format during Week 16 – Business Insider.
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It involves respondents self-categorising their behavior on one of four attention descriptions:.

Endorsement of this approach is provided by the close relationship and wide variation in behavior between claimed attention to the programme and the probability of seeing all the break Table 8.

The observed relationship between programme attention and channel flicking provides a further useful insight into behavior during commercial breaks.

The notion that TV viewing is little more than a passive background accompaniment to other activity is not supported by this evidence.

A further insight into within break behavior is provided by the differences when viewers watch alone or in the company of others.

There are now very few homes without remote controls but the evidence on channel flicking maintains the well-established trend. Those with remote controls are 2 times more ly to channel switch in commercial breaks than those without.

The study has shown considerable variations in break behavior.

It suggests that a more in-depth monitor should be sustained and that presence in the room with the set switched on to the chosen channel is no longer an adequate measure of advertisement contact.

At the heart of the Commercial Break Ecology research study was a twin advertising communication measurement objective. First was the requirement to measure the behavior of viewers in the commercial break.

Second was the requirement to measure the effect of those varying behavior patterns on the ability of the advertising to communicate.

These behavior patterns had to be put alongside not only the action of the television companies who would determine the organization of the commercial break but also the action of the advertisers in the choice of programme in which they elected to schedule their commercials.

By measuring consumers' recall of the commercials in the break they had seen immediately prior to the interview, we were able to establish a measure of advertising effectiveness for each commercial.

By placing this data alongside the context information, we are able to quantify the contribution to advertising effectiveness created by the ecology of the commercial break. The research covered 20 commercial breaks all in peak time, between April 16th and April 30th.

The total sample of individuals were able to recall advertisements in aggregate: an average of 2. Earlier tables refer. This conclusion is at variance with the views of others that advertising effectiveness may be in decline. There is no evidence from this study to support that hypothesis.

Advertising recall shows significant interpersonal differences across age and social class.

Table 9 confirms the significant variation by age with younger people exhibiting significantly higher recall levels than average. The implication of this finding is that brands targeting youth audiences can achieve given levels of campaign visibility and effectiveness for lower campaign GRP levels than can brands targeting older audiences.

A similar conclusion may be drawn from the data in Table Levels of advertising recall are significantly higher among AB viewers. This is the first time we have seen differences in TV recall across the social classes.

We might have anticipated variations in recall across the weight of TV viewing groups, but in this study this was not the case.

Our previous Share of Break Study had identified significant differences in recall according to the length of the TV advertisement Table 1 refers.

Not only does our new Commercial Break Ecology confirm such variations still exist but, as Table 11 shows, the performance of each spot length is virtually identical to that observed 5 years previously! The study has much to say on a range of other issues relevant to the effectiveness of advertising. In particular we examined many factors concerning the nature of individual advertising campaigns and by product category, together with issues concerning the commercial break itself. We also have evaluated issues of programme context and in particular the effect on commercial recall of:.

It is not our intention to make public all the conclusions from Billetts Commercial Break Ecology Study at this time. This is for reasons of commercial confidence and to protect the competitive interests of our clients.

We shall make the dates available during , but we hope the information contained in this paper will already be of use and interest, as it stands, for the wider audience. We have gone to considerable length to minimize any contaminating elements that might inadvertently confuse what we hope will be unambiguous conclusions.

To some extent this is a disappointment as we had hoped to pick up variations in length so as to enrich our understanding of cause and effect.

It seems as though TV contractors in the UK are optimising their peak time inventory more precisely today them was once the case. On the other hand this reduction in variables, makes some share of break analyses more robust. We have checked again for any conditional issues such as spot length restrictions or format pre-conditions by time of day and programme etc.

We have found none. We have checked to see whether the enforced variations in the timing of our interviews subsequent to the transmission of the commercial break could have contaminated the results. In some cases an interview in close proximity was possible; in others a delay was inevitable.

All observations were timed. Table 12 shows the conclusions. There is no variation in recall. Levels are constant, irrespective of the time of interview from the break end.

We are satisfied that the research technique we developed with BMRB has delivered satisfactory, consistent and reliable results.

Time of interview from the break end No. Commercial Break Ecology has attempted to develop a new research technique to measure the behavior of viewers during commercial breaks with enhanced accuracy over previous studies and to go on to measure the influence of advertising context on the ability of a TV commercial to deliver advertising effectiveness.

We have drawn upon previous experiences and attempted at all times to deliver unambiguous results of commercial value.

Commercial Break Advertising

Two major conclusions have emerged. In the case of measuring commercial break behavior, we can no longer accept 'presence in the room with the set switched on' as an adequate measure of advertisement contact.

We have shown why this is the case and alternatives are suggested and action points are registered. So far as Advertising Effectiveness is concerned, the partial disclosure of results already provides strong evidence.

The full information will in due course only serve to endorse, amplify and quantify the conclusion that advertising context is a significant factor in determining effectiveness.

Disney Channel Commercial Breaks (October 22, 2006)

An understanding of commercial break ecology needs to be incorporated into advertising planning and media buying decisions. We encourage those who evaluate effectiveness to recognize that a continuing agenda for evaluating Commercial Break Ecology is now required.

Survey of market share of brands of fast-moving consumer goods measured against television adspend first half of compared with first half of After a deep recession with extensive price-cutting, development of 'own brands' and other techniques to tempt the consumer it might have been expected that TV advertising would have become less relevant but the evidence is of clear positive correlation between TV adspend and maintaining or increasing market share.

These averages contain wide brand-by-brand variations. The findings suggest that the relationship between TV adspend and market share has to be seen in the overall marketing context.

It is also necessary to take account of long-term changes in advertising and marketing techniques which have developed as a result of the length and severity of the economic downturn.

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