Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

As the Fall Season Arrives, TV Screens Get More Cluttered

Snipes — promotional ads for TV programs that share the screen with
other programs — are just the latest effort by network executives to
cram promotions onto television screens.

~A

As the Fall Season Arrives, TV Screens Get More Cluttered – New York Times
Kyra Sedgwick, star of “The Closer” on TNT, walks under a police tape and scans the screen with her flashlight. And every time she does, she makes Gretchen Corbin, a technical writer in Berkeley, Calif., irate.

The promotional ads for “The Closer” run in the bottom right of the
screen during other TNT programs — a graphic called a snipe. But for
Ms. Corbin, who sometimes watches movies that have subtitles, the tiny
images block the dialogue.

“Some ad just took over the entire
bottom of the screen so I missed what the characters said to each
other,” said Ms. Corbin, describing a recent experience. “And it’s TV,
so you can’t rewind.”

Snipes are just the latest effort by
network executives to cram promotions onto television screens in the
age of channel surfing, ad skipping and screen-based multitasking. At
first, viewers may feel a slight jolt of pleasure at the sight of a new
visual effect, they say, but over time the intrusions contribute to the
sense that the screen is far more cluttered — not just with ads, but
with news crawls and other streams of information.

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Filed under: advertising, Consumer, content, digital, Media, trends, TV

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