TV commercials are traditionally portable around programming schedules (unlike sponsorship which is necessarily programme or strand specific). But some channels are now offering more creative advertising solutions to achieve deeper cut-through in the ad break.

Channel Four have experimented heavily with new approaches, creating brand interaction between advertisements. For example Comedian Jimmy Carr “interrupted” ads during the Comedy Gala night and on another occasion an HP spot highlighting its Photosmart printer’s touchscreen functionality took over the break, as a finger “swiped” the screen to jump between commercials.

Microsoft recently sponsored The Simpsons on Channel 4 in a burst of TV activity to increase the salience of their new Bing search engine (Duke & Earl produced the creative campaign for the Simpsons sponsorship here). The Bing TV campaign also used some groundbreaking new formats. Channel 4 invited advertisers such as Tesco, Confused.com, Moneysupermarket and Mastercard to allow Bing to run a 5 second “takeover” showing a Bing search directly preceding their commercials, thus creating an intelligent link between the brands. For example, prior to Tesco’s TVC, Bing is asked, “Where can I get everything I need for the World Cup?” The search runs, the links appear showing that Tesco’s is the place to go; the link is clicked, we then roll into the Tesco ad (D&E produced the Bing takeovers).

Screened in April 2010, the Bing Breaks were the concept of Microsoft’s media agency, Universal McCann. Keith Welling, Media Account Director at UM expressed strong interest in more creative ad formats. Welling said UM are “constantly seeking different, radical solutions…Bing breaks show how clever thinking can deliver a surprisingly new approach for clients.”

Source: BARB/TNS, MCH Homes, 16-34, Mar-Aug 09,

Bauer’s Box TV is also moving beyond the generic, disconnected ad break. The Bauer music channels closely target a young and style conscious audience, 16-34, tech savvy and heavily digitally engaged. Their “Box break” is designed to maximise viewer stickiness in this notoriously fickle demographic.

Bauer produce every ad in the break, with participating brands creating special TVCs to resonate specifically with the Box TV market, and online or competitive elements mandatory. As the main production partner for Box TV, D&E are responsible for many examples such as Peugeot, KFC and COI.

Since there are no “all adults” TVC’s for (e.g.) insurance or pet food brands, the break becomes almost like a mini-programme that the audience love and therefore stayed tuned in.

Darren Khan (Bauer) claims the Box Break may be the stickiest ad break in UK media.

“By focusing closely on our core market and by creative use of the space, not only do more of our viewers stay for the Box Break, we actually register a viewing spike!” (See chart above).

With the digital revolution, TV channels have become fragmented and more closely focused. Advertising to narrow audiences in specific time spots creates a more personal, and therefore more powerful message. In future, It’s likely that creative will be designed ever more closely around the media plan.

If you’d like to discuss any of the ideas in this piece further, please call Joe Rider at Duke & Earl on 0207 580 7070 or email joe@dukeandearl.com