Monster.com's Ad Pod Traps Viewers 'Lobster Lore'

NEW YORK Earlier this fall, the Discovery Channel made its first foray into the somewhat murky waters of what has come to be known as pod-busting, a catchall for the creative executions networks are experimenting with to keep viewers tuned in during commercials. Just before a break during a premiere episode of Lobster Wars, viewers were asked to ponder the size of the largest sea-dwelling arthropod on record, a query sponsored by Monster.com.

Heading out of the break, Discovery hit viewers with the answer: 44 pounds, 6 ounces; and 3 feet, 6 inches long.

Other “Lobster Lore” executions followed suit, and Discovery and its client were pleased by the impact the gimmick had on viewers.