Looking to help clients cut through the clutter, Hallmark Channel wants sponsors to fast break through commercial pods.
The family-friendly network has created a new commercial format for its on-air advertisers entitled "Fast Break," which features shorter commercial pods exclusively sponsored by a client.
Mutual of Omaha has signed on as the first sponsor for the new format. Deal terms were not disclosed.
Each "Fast Break" within a program begins with a 10-second bumper telling viewers the show they are watching will be back in 30 seconds and features the sponsor's logo. It is followed by the advertiser's spot before returning to the scheduled programming.
Hallmark said its "Fast Break" execution will be used in 30-minute, 1-hour and 2-hour show formats.
Mutual of Omaha has signed on as the premiere sponsor of "Fast Break," debuting on the network on June 23-26 during its 9 p.m-11 p.m. movie, as well as its 7 p.m.-9 p.m. movie on June 28.
"Each ‘Fast Break' is designed to exclusively showcase a single advertiser's product in a clutter-free environment, and is intentionally brief so that viewers stay tuned-in to both the network and the sponsor's message," said Hallmark Channel president and CEO Bill Abbott in a statement. "Clients are increasingly concerned over the amount and length of commercial pods on television; this endeavor will provide greater awareness and ROI for our clients."