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

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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,...

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