Adult Swim To Let Certain Advertisers Take Over Its On-Screen Logo
The Time Warner network intends to turn over its “bug,” the logo it features in the lower-right hand corner of the screen, to certain advertisers. The sales foray takes place as part of the “upfront” market, the annual session when U.S. TV networks try to sell the bulk of their inventory for the coming year …
Adult Swim took pains to research its idea before putting it into action, Hogan said. Adult Swim enlisted Innerscope Research, a Boston company that analyzes the physical reactions of TV viewers to what they see on screen. According to the research, nearly all of the participants in a study found the on-air logos subtle and not distracting.
What’s more, viewers who saw the sponsored bug during the program also looked at the same advertiser’s brand logos and taglines in adjacent commercial spots for a significantly longer duration. About 24% of people who saw an ad and an on-screen logo together remembered the name of the sponsor, compared with 18% who watched a traditional commercial without seeing a sponsored bug during an accompanying program.
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