Taking a page from YouTube, Turner is testing having a clock tick down in the corner of the screen when advertisements are airing in a bid to keep viewers’ eyes on the TV.
TNT first tried out the ticker in its summer drama, Animal Kingdom, starring Ellen Barkin. The clock started ticking when there were 60 seconds left to go, reports Variety.
Turner has been vocal about its plans to reduce the number of advertisements it is airing in its commercial pods, but sell the ads it does air at a higher rate. Animal Kingdom carried 8 to 10 minutes of advertising versus the network’s previous average of 15 minutes per hour. Later this year, TruTV will launch a similar strategy in such shows as Impractical Jokers and Billy on the Street.
RELATED: Fans Take on ‘Impractical Jokers’ Dares During Massive Block Party
“We want the viewer understand that the (ad) experience is going to feel a lot different,” Donna Speciale, president of Turner Ad Sales, told Variety. “The clock is there to show them that the pods are shorter. We need to be able to push it out to have the viewer know that it’s even happening.”
RELATED: Turner’s Reilly Says Reduced Ad Load Brings Early Success
Turner is still evaluating the effect the timer might have had, but Speciale said the feedback from marketers and agencies has been positive.
“To me it’s nothing new,” she said, noting that news and sports networks have long run news tickers at the bottom of the screen during ad breaks. “It’s a way to get the viewer more in tuned with our new experience.”
READ MORE: Variety
[Image courtesy of Variety]
Tags: