TV Advertising Is All About To Change

After being on air for more than 30 years, the much loved American late-night TV sketch comedy and variety show 'Saturday Night Live' is about to undergo a significant change. It's not, however, the Show's time-honoured format that will be tweaked. Rather it's in the commercial breaks that viewers will notice something different. Broadcaster NBC has announced that it plans to cut nearly 30% of ads in favour of replacing them with 'Branded Content'. In real terms, this equates to two commercial breaks over the course of the one and a half hour show. That's quite the dramatic decrease, and no doubt one that the average viewer will eagerly welcome.

Why branded content will replace traditional TV advertising

So why the change? The Network says it hopes that it will result in more sustained viewership. Less ads. Yep. That'll help. But what's the thinking behind the move to Branded Content? Enter Stage Left, the new kids on the block - Netflix, Stan, Putlocker and Co. Thanks to this cohort, we're now officially living in an era of 'binge watching'. Netflix et al provide us with a constant online stream of the TV shows and movies that we want to watch, when and where we want to see them, and here's the newsworthy headline - all ad free! Not surprisingly, these days an increasing number of viewers are relishing the experience of watching shows with no ad interruptions at all.

TV advertising in disguise

As we become the generation of 'mini ego-Networks' - where each individual is their own pint-sized NBC or ABC, in charge and in control of their own evening of ad-free programming thank you very much - what leg do marketing departments within TV networks have left to stand on? The answer is in repackaging - and arguably disguising - ads as Branded Content segments. Branded Content done well holds currency all its own. In the case of Saturday Night Live, the segments will be more co-branded such that SNL and the brand will work together to come up with a skit talking about a particular product. In this way, it is anticipated that viewers will understand they are in on the joke and will enjoy playing along.

It is expected that SNL won't lose money with this change as there'll be just six branded segments so they'll come at a premium. And NBC has gone on to say that if Branded Content segments work, they'll start using more of them in the Network's prime time shows. With people craving a TV experience free of interruptive advertising, the use of Content Marketing in commercial breaks is certainly a viable and attractive alternative to traditional TV selling. Further to this, it is another exciting example of how 'people power' can drive significant

change.

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