You will be redirected back to your article in seconds

FX Will No Longer Run ‘Standard’ Commercials in VOD, Digital

One of the nation’s biggest sellers of TV commercials thinks those types of ads do not belong when people use other kinds of screens to watch their favorite shows.

In a move that could add a new degree of complexity to the market for advertising associated with TV programs, 21st Century Fox says its FX cable network  will “no longer” sell standard commercials for digital and on-demand playback of its content, a new signal that viewers of TV shows have varying expectations for the way they experience commercials when using new ways to watch.

Fox Networks, which also includes Fox Broadcasting and Fox Sports 1, said that it intends to work to sell FX advertisers exclusive sponsorship of on-demand streams as well as thread “sequenced” creative executions through shows watched in streaming fashion. The hope, the company said, is that the effort will ” bring better attention and focus” to the ads that do appear in digital streams.

The offer comes after the company last week named a new executive, Joe Marchese, to lead ad sales efforts. Marchese is a digital-advertising entrepreneur whose company, TrueX, was purchased by 21st Century Fox in 2014  for about $200 million. In public appearances, Marchese often talks of how advertisers need to win consumers’ attention, rather than stealing it with old-school ad pitches that disrupt a content experience.

Simply put, the Fox offer recognizes what many network and ad executives already know: Digital viewers have long been accustomed to seeing fewer ads than they might deal with on TV, and would likely engage more with pitches that speak to them in while they are in the lean-in streaming experience rather than the lean-back living room milieu. Marchese and his team developed a product that allows digital-video users to choose to interact with a brief full-screen ad that typically offers an enticement or reward in exchange for the time granted to watch it, rather than having to endure the usual buffet of TV commercials that interrupt the content.

Fox’s idea has the potential to create new challenges for TV executives who are trying to devise ways to measure viewership of programs across different consumption points. GroupM, one of the largest media buyers in the U.S., is at present pursuing a methodology that would require TV networks to run the same “load” of ads no matter where the content is being seen, though executives have suggested they will be flexible in adopting a model.

The company also said it and NBC had agreed to use analytic data from Moat to measure attention to on-demand viewing. Fox Networks will guarantee portions of  ad campaigns against Moat data, and will offer data that could enable advertisers to tweak commercials on the fly, measuring sentiment that might give a sponsor the impetus to run a different commercial later in the day depending on what it learns about consumer attitudes at earlier times.

More TV

  • Leslie Moonves, CEO of CBS CorporationAllen

    Leslie Moonves to Pursue Arbitration for His $120 Million Severance From CBS

    Former CBS Corp. chairman-CEO Leslie Moonves will pursue an arbitration claim to fight CBS for the $120 million severance that he was denied last month when the company’s board of directors determined he was fired for cause. Moonves was ousted in September after multiple women came forward with allegations of sexual misconduct against the longtime [...]

  • Grammy Awards60th Annual Grammy Awards, Press

    Camila Cabello, Cardi B, Post Malone, More to Perform at Grammy Awards

    The Recording Academy announced the first group of artists to perform on this year’s 61st annual Grammy Awards: nominees Camila Cabello, Cardi B, Dan + Shay, Post Malone, Shawn Mendes, Janelle Monáe, and Kacey Musgraves. The big show will be hosted by Alicia Keys and broadcast live on CBS at 8 p.m. ET 5 p.m. PT [...]

  • Beta Drops Trailer, Closes Major Sales

    Beta Closes Major Sales, Drops Trailer on Berlinale Series Title ‘M’ (EXCLUSIVE)

    Beta Film has rolled out its first major territory sales on drama series “M – Eine Stadt sucht einen Mörder” (“M – A City Hunts a Murderer”), which has just been confirmed by the Berlin festival as one of seven shows selected for its TV strand, Berlinale Series. Viasat has licensed pay-TV rights for Russia [...]

  • Joel Kinnaman Mireille Enos Esme Creed

    Amazon's 'Hanna,' New Season of 'False Flag' Lead Strong Berlinale Series Lineup

    Amazon Prime Video’s upcoming high-concept thriller “Hanna” will debut at the 2019 Berlinale Series, with its stars – Esme Creed-Miles, Joel Kinnaman and Mireille Enos – expected in Berlin for its premiere. Netflix also features in the lineup and will debut “Quicksand,” its first Swedish original. A roster of seven shows also includes big-ticket Sky [...]

  • China’s ‘Boonie Bears’ Reach Korea With

    China’s ‘Boonie Bears’ Reach Korea With Animated Series and Movie

    Two seasons of the hit Chinese animation series “Boonie Bears” have been licensed for release in South Korea. The deal was struck by animation studio Fantawild with content distributor Media to Media. The broker has acquired IPTV and VOD rights to “Boonie Bears: Four Seasons” and “Sunsational Summer and Snow Daze,” a total of 104 [...]

  • Mike Royce24th Annual Critics' Choice Awards,

    CBS Orders Comedy Pilot 'Story of Us' From 'One Day at a Time' Co-Creator Mike Royce

    CBS has ordered a pilot for the comedy “The Story of Us” from writer and executive producer Mike Royce. The hybrid comedy tells the story of how an unlikely couple becomes a family through interviews and vignettes spanning 10 years. In addition to Royce, Nick Stoller and Conor Welch will serve as executive producers. Sony [...]

  • 'Schitt's Creek' Stars Reveal Dream Guest

    'Schitt's Creek' Cast Reveals Dream Guest Stars: Oprah, Beyonce and ...

    “Schitt’s Creek” has big dreams. Dan Levy, who stars as David on the series, says his wish list of guest stars includes Oprah, Beyonce, Mariah Carey and Gwyneth Paltrow. “All for different reasons, none of whom we’ll get,” he cracked at the Critics’ Choice Awards. For those who haven’t caught on to the “Schitt’s Creek” [...]

More From Our Brands

Access exclusive content