Hallmark Channel has created a new commercial format for its on-air advertisers titled “Fast Break,” which features shorter commercial pods exclusively sponsored by a client. The format is intended to help advertisers’ products and services break through the commercial clutter. The network has signed Mutual of Omaha as its first sponsor.
Each “Fast Break” within a program begins with a 10-second bumper that tells 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 commercial before returning to the scheduled programming. The “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 the 9-11 p.m. movie as well as the 7-9 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 Bill Abbott, Hallmark Channel CEO. “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.”