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Telemundo is offering advertisers a chance to integrate their brands into a telenovela, not just as “wallpaper” but as part of the story line.
The product integration will be the only form of advertising during the show - the entire series will be run without commercial interruptions, writes MediaPost.
The experiment is intriguing on several levels. It will be interesting to see whether the network can bring in enough revenue from product integration to make up for a lack up 16 minutes of commercial time. The move also allows the network to avoid the question of how to account for DVR viewers. Because there are no ads for viewers to skip when in DVR mode, the network will not have to negotiate with that in mind.
Another question is how the creative community - and viewers - will react to the integration of what are essentially ads for a product into the content of a program.
Some other networks, particularly FX, have run shows with no commercial breaks, by allowing the program to be sponsored by a single advertiser. However, that model has generally only been used for series premieres.
The Telemundo series, Idolos de Juventud, is about a Mexican reality TV show looking for the next singing star.
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