FOX to trial six-second ads during NFL games
Details
Michelle Clancy
| 01 September 2017

Trialling a potential new lucrative business channel, FOX Television is planning to air six-second spots in the US during NFL games and other live sports, during September.

The broadcaster will start a limited number of spots in pro American football games (starting with the opening regular season games on 10 September), as well as Major League Baseball, college football and Major League Soccer.

FOX had tested the format during the Teen Choice Awards. It promises to reduce ad clutter in broadcasts, but costs a premium to maintain revenues under smaller loads - and it's an open question whether marketers will find the increased expense worthwhile.

Advertising Age reported that the Teen Choice ads saw paid premiums, with some paying $75,000 for the spots.

The six-second experiment is also being explored by YouTube and Facebook.