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Fox’s ‘Hands Free TV’ Pulls 35-40% Premium in Upfront
Fox has been able to pull price premiums of 35 percent to 40 percent for ads in its two upcoming dramas, Fringe (in the fall) and The Dollhouse (at midseason), thanks to its new Remote-Free TV plan.
The network plans to run just half the number of commercials and promotional minutes during those shows in order to reduce clutter and maximize viewer engagement. Commercial breaks will be shorter, which will lead to viewers sticking around during them, the network hopes, Mediaweek writes.
Fox has reportedly sold 70 percent of its prime time inventory available in the upfront. Packages that include Remote-Free TV inventory are pulling CPM increases in the low double-digits, while packages without the new plan are averaging increases of about 8 percent to 10 percent (similar to increases ABC is getting).
Some people familiar with negotiations say Fox was hoping to get even greater premiums for Remote-Free TV programs. The shows will include just 5 minutes of ads per hour, according to the Huffington Post.