Just Asking

We asked industry executives to for their thoughts on Fox and other nertworks putting content in commercial breaks.

It’s great that they’re trying something to address a problem. Too many people are waiting for someone else to figure it out. So, while this may not be the end all, be all, it’s good to see someone doing something innovative. —Brian Martin, principal, Source Martin, New York

Getting the consumer to engage with new content differently depends largely on the quality of that content. So, who knows? The network that brought us The Littlest Groom also brought us The Simpsons. —Patrick Clarke, evp, ecd, Publicis Dialog, New York

We are living in a one-to-one world—mass is the past. Make more creative, targeted ads, and the 30-second spot has a future. —Steve Zammarchi, president, Wunderman, New York

If this is similar to The Simpsons before breaks in The Tracey Ullman Show, maybe [the animation] can end up being bigger than the show. It is not enough that Ryan Seacrest gives you the results after the painfully long break—that’s just making us TiVo users feel like it’s worth every penny. But scanning through some cool animation, I might check it out. —Nigel Williams, ecd, Cimarron Group, Hollywood, Calif.

I think they can only help. And we applaud those media companies [that] are willing to experiment with ways to bring additional value to the advertiser. In the case of TV, figuring out how to hold the viewer’s attention longer is one of those ways. —Tim Spengler, chief activation officer, Initiative, New York

These initiatives are a start, but it has to become a dual effort. Advertisers can’t rely on the networks by themselves and are going to have to get their agencies to give them concepts to address the issue. And I think that’s being done. —Aaron Cohen, evp, director of broadcast, Horizon Media, New York