Plethora of Promos Will Soon Mob Your TV Screen

By Andrew Gauthier 

Advertising Age

The TV screen may be about to get it from all sides: TV networks and advertisers are quietly testing whether consumers will respond to promos and ads that run on the top and bottom sectors of the boob tube–while some of their favorite programs are airing.

Walt Disney recently disclosed that its ABC and ESPN TV networks are testing the efficiency of “upper-third messaging,” or graphics that appear in the top third of the TV screen. This comes after IAC Corp.‘s search site ran “crawl” ads along the bottom of the TV screen on selected networks earlier this year, marking one of the first times full-fledged advertising has run during a program, not just in the ad breaks that disrupt it. More…