• by Wayne Friedman , October 27, 2017

Fox is amping up its efforts around six-second commercials, airing nine six-second commercials -- during live football action -- in an upcoming NFL Thanksgiving game.

Fox did not disclose the TV advertisers that are buying those spots for the Minnesota Vikings vs. Detroit Lions game airing November 23.

Unlike regular NFL TV commercials that air in natural breaks in the football action -- and some previous six-second commercials this season -- the ads will be aired during the playing of the game. They will appear in a double-box format allowing viewers to follow the action while the six-second ads run. Fox has also run six-second ads in the World Series.

The network says the nine six-second NFL ads will replace one standard commercial break, which typically runs for two minutes and 20 seconds. Fox and the NFL will then evaluate the new advertising unit in an effort “to improve the live game viewing experience for fans both in the stadium and at home.”

Earlier this NFL season, starting in September, Fox aired a few, select six-second commercials in more traditional TV commercial pods next to 15-second and 30-second messages. Some of those spots cost between $160,000 and $200,000, according to estimates.

In August, it aired six-second commercials during its “Teen Choice Awards” -- with Duracell and Mars as sponsors. Those spots were estimated to cost around $75,000 each.

Joe Marchese, president of advertising revenue for Fox Networks Group, stated for the NFL, this is “an effort to help them continue to improve the game viewing experience. We are doing it again by maximizing the efficiency of brand messaging, while delivering an even more immersive experience for fans.”