Your eyes are glued to the screen as you watch your favorite TV show. The writers are about to reveal a huge secret about your favorite character. Then, just as you’re about to find out the details, commercials come on. You immediately mute the screen and start scrolling through Instagram. Even photos of your friend’s latte are more interesting than a 30-second spot for wrinkle cream. Anyone who watches television knows how frustrating that process can be. For networks and advertisers, the frustration is starting to impact them as well. That’s why Comedy Central has decided enough is enough—it wants to keep viewers hooked, even during its commercial breaks. Now, instead of a series of short spots, the network has started airing a custom two-and-half minute “ linear commercial pod ” once per month. In other words, Comedy Central is experimenting with the televised version of branded content. While […]
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