Multiple outlets reported that Fox Sports will introduce six-second ads during to its telecasts in the fall, including MLS on FS1.
They will air on NFL and MLB games on Fox and on FS1
telecasts of college football as well, beginning with America’s Game of the Week coverage of the Green Bay Packers against the Seattle Seahawks at Lambeau Field on opening day of the NFL season
on Sept. 10.
that some spots will air during the
in-game telecasts. Some ads will appear in six-second slots alone, others in groups. The six-second slots allow ads to be inserted at unexpected moments viewers won't skip over. Now, viewers know to
walk away, change channels or ignore what they're watching when anticipated breaks arrive.
Networks have generally aired commercial-free broadcasts of soccer since the 1994 World Cup. In
1990, TNT broke five times for commercials during each half for at least a minute every time. That contrasted with Univision's coverage in Spanish, which offered no commercial breaks -- just animated
ads that went across the bottom of the screen. Fox president of advertising revenue Joe Marchese
with brands and agencies that choose to buy these new formats, we will heighten consumer engagement with and immersion in our content while simultaneously giving meaningful attention and focus to
brand messages. We have already been collaborating with brands and agencies that understand the need to evolve the model. They are the ones that are going to receive the prime attention and get ahead,
leaving behind those that try to make everything fit a legacy TV-buying model.”