Fox wants to shrink the ad time on its channels to just two minutes per hour by 2020, the company told media buyers and advertisers last week.
“The two minutes per hour is a real target for Fox, and also our challenge for the industry,” Ed Davis, chief product officer for ad sales at Fox Networks Group, told the Wall Street Journal on Tuesday. “Creating a sustainable model for ad-supported storytelling will require us all to move.”
“We did reduce ad time by 75 percent in FX Originals on-demand last year, and saw great effectiveness in brand lift,” he added. “We are tuning our approach with the new targeting and ad products so we can scale more widely.”
Fox Networks Group (FNG) ad sales boss Joe Marchese first set the lofty goal at a private industry event it held in Los Angeles for advertisers, buyers and rival network executives.