Tag Archives: Television watching

Changing Face of Pods

Pods, which are sets of advertisements displayed during commercial breaks, may get a new facelift. Earlier this year, Dove aired Fresh Takes commercials featuring singer Alicia Keys, which were actually dubbed as a ‘micro series’, during MTV’s the Hills. This new form of advertisement was different in that instead of simply being a 30 second commercial, the product was instead integrated into a series that played for the duration of the commercial break. This source indicated that these commercials generated three times as many visits to the Dove website as that of the previous two years worth of television ads created by the company. Also as this article states regarding comments made by MTV’s SVP of Integrated Marketing, Tim Rosta, As for the Dove/Keys series, Rosta said the retention around those “was nearly perfect” from “Hills” numbers and that brand recall was high. In related news, the NY Times published an article discussing the change in traditional TV ads. Here are the examples that they gave regarding potential television ads of the future. Brief programs, called mini-sodes, micro-series or bitcoms, are sponsored by marketers. Think of them as shows that interrupt commercials that interrupt shows.Clips, also sponsored, combine elements of commercials and programs. Many feature cast members of the shows in which they appear.
Promotions for network shows appear inside episodes of other shows, thanks to special effects. For instance, a truck in a scene of the Discovery series ‘Mythbusters’ briefly displayed a reminder to watch a coming episode of another Discovery series, ‘When We Left Earth.’ The embedded tune-in, as Discovery calls it, lasts three to five seconds.

Online Video Watching Habits

In a recent study by Neilson Online, discussed here at CNet, 4.1 million children ages 2 ‘ 11 watched videos on YouTube. The Disney Channel website came in second place, with 1.3 million viewers. The average child viewed 2 hours of videos from home.
Of the 75 million adults who streamed videos, they streamed 44 videos in the month of April, and spent an hour and forty minutes. Their favorite sites for videos were ESPN and CNN. Teens, 12-17, spent the most time online at an average of more than two hours. However, the study prevailed that YouTube is still dominantly the leader when watching streaming videos off the internet. Over 73 million people watched 4 billion videos. These numbers are more than all of the other competitors combined. I think the biggest impact of this survey is how many children are watching videos online. This could impact the television watching industry and change it as we know it. We’ve already seen the CW try to cope with the success of the television show Gossip Girl online, by pulling the options for free streaming video from their website. How will this study affect the future of television watching?