FOX Cutting Ties with Ads Too!

More signs that cable networks are starting to sweat cord-cutting are becoming evident. As we followed, NBC made an announcement that they were only going to air 2 commercials per commercial break. Well, FOX will see that cut and raise you one more. FOX is looking to cut ads substantially by the time we hit 2020. In hopes to keep viewers, they are looking to reduce the cumulative run-time of ads to as little as 2 minutes per hour. That is a steep decline from the current 13 minutes they air.

This vision was confirmed at an industry event that was held in private Los Angeles location. It was there that FOX Networks Group’s Ad Sales Chief, Joe Marchese, spoke with a variety of advertisers, buyers, and executives from other media outlets. During this get-together, he facilitated the chatter.

From there, FOX Networks Group’s Chief Product Officer, Ed Davis sent an e-mail addressing the situation to The Wall Street Journal. 

He wrote,

“The two minutes per hour is a real target for Fox, and also our challenge for the industry. Creating a sustainable model for ad-supported storytelling will require us all to move.”

Davis also noted that they tried this out as experiment with their FX brand online.FOX Networks cut the ad time for the FX On-Demand service by 75% and saw a huge increase in viewership.

This caused Mr. Davis to chime in,

“We are tuning our approach with the new targeting and ad products so we can scale more widely.”

 

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