Marketers Struggle To Keep Consumers Entertained During Ad Breaks

The New York Times published an article today about the struggles marketers face to keep you in your seat and watch their commercials. Click here to read the article.

Many networks are looking at the ideas of non-commercial programs that feature only in-content advertising and product placement. The CW Network announced last week during "Upfront" that they will be running a show without any commercial breaks. The program is titled "CW Now" and will air at 7pm. The show already has six advertisers who will sponsor segments and receive product placement segments as well.

The CW Network, which targets young adults, will be one of the first to test such a program. The program will also feature "Cwickies" which are five second or less advertisements. All in an attempt to keep you seated.

But will this new advertising concept really work or will you still flip the channel? I believe advertisers need to stop putting so much emphasis on the advertisements, and more emphasis on the content and programming. Top rated programs such as American Idol, 24, and Heroes probably tend to have a higher commerical viewer rating than others because the dedicated viewers don't want to miss a second of the program. This of course adds to the fact that these mentioned programs are already some of the most expensive on the market to advertise in.

I applaud the CW Network for taking the first step towards fresh content and keeping viewers entertained for 30 straight minutes. The x-factor out of all this is the content. Will "CW Now" be an entertaining enough program to keep viewers watching. If not, don't expect any blue chip advertisers to be signing up for these sponsorships again anytime soon. Post your comments below.