A Night of Firsts for “First Man” Trailers
To stave off ad skipping and competition from streaming services, broadcast networks are investigating reducing ad clutter – through both fewer ads and shorter ad pods designed to help advertisers stand out. And Universal’s Neil Armstrong film First Man has chosen to be one of the first to try out this new territory, advertising in three different 60-second pods on NBC and Fox.
NBC’s “Prime Pods” consist of 60-second ad breaks placed at the beginning and end of primetime programs, while Fox is taking a similar approach with its “JAZ” pods. On September 24th, First Man advertised in three of these premium pods during NBC’s The Voice and Manifest, and Fox’s Resident, appropriately choosing the first pod each time. It also then took the first slot in the first pod during the first episode of the season for The Big Bang Theory.
It all adds up to a major boost for a movie whose premiere is scheduled for October 12, still weeks away. If this approach helps First Man also become first at the box office, NBC and Fox will surely argue their new premium pods deserve some of the credit.