Although 87% of broadcast television is still watched when it airs, DVR usage continues to rise. And both TV networks and brands are getting creative with ways to increase tune-in to commercials. The latest is what Fox is doing on American Idol and its live results shows:
During the commercial break between when the bottom 2 contestants got announced and then when the last place contestant was revealed, the cameras kept rolling in the upper right corner. The brands advertising during that “pod” (Ford being one of them) had their commercial play but in a smaller player all wrapped around, for all intents and purposes, a giant display ad.
It’s an interesting way to keep the audiences engaged during commercial breaks and, at least, notice the brands while either watching live or time-shifted. (It worked on me ;-)