Day 4 - New Advertising Formats

Throughout December, Kantar Media will showcase some of its best content from across our global network of marketing teams  in 2018.​ For 25 days in the lead up to Christmas we will summarise highlights of our content around specific themes, calendar events, newsjacking opportunities and thought leadership.​

How are media owners and advertisers innovating to reach audiences in new and effective ways?  

During the 2018 fall TV season, networks in the U.S. began testing ways to reduce commercial time in their linear programming. At the same time, political advertisers began using a new breed of digital ads to skirt the high costs of TV.  

In the fall season, TV networks introduced new “Prime Pod” ad formats to stave off ad skipping and competition from streaming services, as well as to help advertisers stand out. While networks were busy reducing commercial time, political advertisers were innovating with their own new ad format, telling longer stories on digital channels. 

Our US team analysed how both media owners and advertisers are getting creative with new ad formats:  

  • A Night of Firsts for “First Man” Trailers – Universal’s Neil Armstrong film First Man chose to be one of the first to try out “Prime Pods”. An analysis shows how the studio used the new ad format to promote the film leading up to the premiere in October.  
  • Cutting through the advertising clutter: Are “Prime Pods” the answer? – After the first three weeks of the fall TV season, Kantar Media examined the leading advertisers and categories making use of “Prime Pods”, the overall reduction of ad time in telecasts containing “Prime Pods”, and whether some of the ad time taken out of “Prime Pods” is being put back into other commercial breaks within the program. 
  • A New Breed of Political Ad Enters the Midterms – The fall season was also prime advertising time for political campaigns. To reduce costs and side step some regulations, political advertisers began focusing on digital ads to tell longer, more empathetic stories while reaching broader audiences.   

With all of the changes taking place, we have been closely monitoring overall commercial time on broadcast and cable networks with our TV Ad Time Tracker. To learn more about our advertising monitoring solution, click here.

View the other days of data.



Kantar Media Advertising Intelligence
Advertising and Search, Monitoring & Evaluation
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Ad Verification
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Creative Monitoring
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Expenditure & Occurrence
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