Five Second TV Spots Become More Prevelant


Early this year, Cadillac launched a campaign which consisted of five second commercials and a contest where people could submit their own five second creation with the best one winning a Cadillac CTS-V. This week, America Online and FOX are taking the five second spot out of the realm of novelty and institutionalizing it with a buy on FOX's Prison Break. The five second ad will air as the last spot in a pod, a position negotiated buy AOL media agency, Initiative. AOL's Senior VP of Brand Marketing Richard Taylor hopes to negotiate deals with other networks to air the five second unit.

by Steve Hall    Nov-21-05   Click to Comment   
Topic: Television   

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This is happening in radio, too. It's presented as a way to "have less commericals because that's what our listeners want." But it's really about fitting more commericals into less time. Radio buys happen at the start of a pod so you can catch someone BEFORE they surf. But this buy sounds like a TIVO buster. Even when you fast forward through spots a DVR usually starts about, surprise, surprise five seconds back from the head of the program. Bingo.

Posted by: American Copywriter on November 21, 2005 10:12 AM

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Posted by: owen plotkin on November 21, 2005 7:55 PM