Turner Broadcasting, whose cable channels include TNT, TBS, CNN and Cartoon Network, is looking to move away from 15- and 30-second ad spots, in favor of longer commercials. Think two or three minutes, stated a report on West Virginia Public Broadcasting.
The report, in part, also stated:
“Why move away from TV’s bread and butter?
“”TV advertising works extremely well for advertisers, it sells products,” said Dan Riess is Executive Vice President of content partnerships at Turner. “But we think for consumers, we have some work to do.”
“In other words, product-pitch after product-pitch after product-pitch is annoying.
“The challenge (for Turner), and advertisers like Subaru and Intel who’re trying out the model, is to create ads that aren’t just longer, but more compelling. So we don’t head to the fridge, or the bathroom, the second they come on.”