Hallmark Channel is implementing Fast Break, a format that allows a single advertiser to sponsor a commercial pod.
The concept is supposed to help an advertiser’s message break though the commercial clutter.
During a film’s first commercial break, a 10-second spot will announce the movie is being sponsored by a specific company. Immediately following, a 30-second spot will run from that company. Normally, a commercial pod can run four minutes or longer.
Following that first break, commercial pods will return to their normal length, with multiple advertisers.
“Clients are increasingly concerned over the amount and length of commercial pods on television, and this endeavor will provide greater awareness and return on investment for our clients,” said Bill Abbott, president and CEO of Hallmark Channel.
“Fast Break” will debut June 23-26 during the 9 p.m. movie. Mutual of Omaha will be the initial sponsor.