Netflix can chill. For now, it stays one of the main “ad-free” viewing options. Advertisers can chill, too, because Disney-ABC, CBS, NBC and Fox bested Dish Network in the satellite TV provider’s effort to create ad-free viewing. But the respite will only last a week at a time.
“NBCUniversal and Dish Network have put down their legal swords over the ad-skipping tech the satellite company introduced several years back,” Deadline Hollywood reported on Thursday. “The agreement will allow Dish subscribers to ad-skip a week after a show has initially aired.”
Disney-ABC settled for a three-day window, reports MediaPost.
Here are a few considerations for marketers contemplating a commercial-free future and a possible dearth of brand awareness among TV watchers:
Is ‘Ad-Free’ Ever Really Ad Free?
Even Netflix tested advertising its own shows to its subscribers. Maybe marketers can get the ads in through bumpers, pre-rolls or something else.
Product Placement, Anyone?
If marketers can’t get ad views in during commercial breaks, they can go for the programs themselves.
Learn Who Binge-Watches and When
Netflix recently studied who watches what when, and found that its “Orange Is the New Black” viewers were more binge-driven and “House of Cards” watchers preferred savoring an episode at a time. Conducting a similar study on network viewers may reveal who may be more likely to watch episodes within three days for Disney-ABC and a week for the others? Then marketers can decide on whether to spend on commercials, product placement or some other marketing opportunity altogether.
What do you think, marketers?
Please respond in the comments section below.