Ever-experimental Fox is continuing with a new approach to advertising it started last season. It’s splitting the screen during certain advertising breaks in “American Idol,” showing traditional ads on one side and a behind-the-scenes look at the show on the other.
Fox refers to the technique as a “double-box,” reports Variety, and it’s something that other networks — including Fox Sports, Time Warner’s Turner and Walt Disney’s ESPN — all have tried.
Two such breaks rans in Wednesday night’s broadcast of “American Idol,” with 13 commercials appearing from 11 advertisers, including two each from Coca-Cola, one of the show’s original main three sponsors, and Procter & Gamble. Last season, Fox tested this concept once, going with the split-screen in one episode with one break that included three advertisers.
Brief Take: Splitting the screen during the live programming is Fox’s attempt to respond to such distractions as second screens and DVRs, both of which encourage viewers to ignore or skip traditional ads. By running original program content alongside advertisements, viewers are more likely to stay engaged with the program.
Image courtesy of Variety.
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