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Denisha Padley

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Aug 2, 2024, 8:19:42 AM8/2/24

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Commercial Blacks impact both the Technical and Content Quality of the Asset. Content should not include any commercial blacks per the Netflix Delivery Specification. Member experience is negatively impacted by any excessive breaks in program or breaks not related to creatively intended scene transitions.

This is a post in reference to Neil Mannings post about a great commercial done by Netflix. Neil mentions the great effect the commercial had on him, after all he is a hockey player and been in a similar situation before. Although I have never played, which I know is like a cardinal sin to canadians, or experienced a locker room pep talk I still see the humor and effectiveness of the commercial.

To answer his question whether this commercial would have been as effective in other countries, I would reply yes. Although not all countries are as big of hockey fans like us Canadians, I think the sports culture is prevalent in the countries that Netflix is available. One should not focus purely on the fact that it is a hockey dressing room, but more the fact that all people in sports, watch iconic sports movies, and remember iconic pep talks from those movies.

For example, the scene could have had the same script but had the players be football, soccer, or basketball players and the humor and effectiveness found in the commercial would still be prevalent to Canadians or anyone else in other countries.

FILE - A logo for Netflix is seen on a remote control in Portland, Ore., on Aug. 13, 2020. Netflix will unveil the first version of its video streaming service with ads in November 2022, giving cost-conscious viewers a chance to watch most of its shows at a steep discount in exchange for putting up with commercial interruptions. (AP Photo/Jenny Kane, File)

Through the first half of this year, Netflix lost 1.2 million subscribers, leaving it with nearly 221 million. Management in July predicted it would regain about 1 million of those subscribers during the summer months. The numbers for the July-September period are scheduled to be disclosed Tuesday.

Netflix is betting the low-priced option with ads will be particularly popular at a time that persistently high inflation is pressuring millions of households to curb their spending, particularly on discretionary items such as video streaming. The streaming market also has become crowded with tougher competition from the likes of Amazon, Apple and Walt Disney Co., which also is preparing to offer an ad-supported version of its service soon.

The week, which starts annually on the second Monday in May, is a rite of spring for advertisers and media buyers who travel around New York for lavish programming presentations, followed by parties where booze flows freely and large quantities of jumbo shrimp are consumed.

Following the show-and-tell, executives decide where to place their advance orders for commercial time, which guarantees the number of viewers reached and typically provides better pricing than if they waited to buy closer to airtime. Media Dynamics, a firm that tracks the data, put the total for the 2023-24 season at $27 billion, which includes $8.3 billion for streaming services.

As ratings for traditional TV continue to erode, media buyers say they welcome the opportunity to reach viewers through high quality programs on the massive streaming platforms. Outside live sports, younger viewers have largely abandoned traditional TV for streaming, and more advertising dollars are following them. Amazon and Netflix are smelling blood and are looking to commercials as a source of revenue growth for their streaming operations.

But some upfront traditions remain frozen in time. NBC parent Comcast, Fox Corp., ABC owner Walt Disney Co. and Warner Bros. Discovery have been locked into the same upfront schedule for years. Stars still show up onstage at the events and will pose for photos with ad buyers at parties.

While Amazon has not disclosed the number of subscribers for the ad tier, media buyers expect the move to add a significant amount of commercials to the market. Prime Video subscribers are automatically enrolled in the ad-supported tier unless they pay extra to watch commercial-free.

Prime Video currently accounts for 2.8% of all TV viewing in the U.S., according to Nielsen data for March. In an April 11 letter to shareholders, Amazon Chief Executive Andy Jassy said Prime Video has the potential to reach 200 million viewers monthly.

Amazon and Netflix could find the field crowded as legacy media companies are already trying to steer more advertising dollars into their streaming services (the average household has 3.8 subscriptions, according to a report by research firm MoffettNathanson). Even AMC Networks, a smaller player, is introducing ad-supported tiers of its streaming channels, which include AMC+ and Shudder.

Advertisers will also soon have the chance to have their spots appear when users pause whatever program they are watching for five seconds or more. For the Netflix ad-tier subscriber, there will be no escape.

I subscribe to Disney+ and Netflix and don't think twice about commercials anymore. I dropped traditional cable ages ago and have never looked back. Recently, since Netflix discontinued a show I was watching and it moved to Hulu, I signed up for a free trial so that I could blitz my way through it.

I figured, sure, it's annoying, but I can live with my episodes being interrupted a couple of times. Clearly, a "couple of times" was wishful thinking - the ads popped up about 4 times during a 30-minute episode, and always right in the middle of some very critical points. Sometimes even midway through a character's sentence!

I get what they're doing. The more obnoxious they make the ads, the more likely you are to upgrade your subscription tier so that you can avoid them entirely. Unfortunately for them, I am both stubborn and spiteful, so that isn't going to happen in this circumstance.

I recognize that having a more affordable subscription tier available is going to allow for more people to access that service. While I'm all about that, I think the absolute inundation of advertisements that accompany that cost is just plain wrong. Four 1-2 minute interruptions in a 30-minute period is outrageous.

Netflix has been discussing moving into the advertisements realm with a subscription tier that should run viewers between $7 and $9 a month. A standard monthly membership is currently $9.99, with a basic plan for $15.49 and a premium plan for $19.99. Adding advertisements is a new move for Netflix, since they have never included ads in any of their programing before.

The company is looking to cater to cost-conscious consumers while still providing a pleasant viewing experience. To that end, Bloomberg reports that Netflix has said that the ad-tier will feature four minutes of commercials per hour - which, at the very least, is far less intrusive than the abomination that is Hulu's ad-tier subscription. The timeline for roll-out of the service is currently up in the air, but Bloomberg reports that the tier will first release in "at least a half dozen" markets in the last three months of the year.

Netflix has been struggling with their numbers lately, but subscribers leaving the service isn't really the issue. The issue has become the quantity of program being valued over the quality - and, frankly, I think that the Netflix cancellation curse doesn't help either. I've still got my breath held for the Sandman series; as popular as it is, I have seen quite a lot around the internet saying that the popularity may not be enough to greenlight a season 2.

That sounds like something I would say Really though I suppose they could just be plugging the commercials in at specific time points, completely disregarding what it does to the program flow. I could see it going either way, but the end result would be the same and I'm sure not going to try to figure it out.

My experience checking out the free Paramount+ was similar. It was a while back, and I don't remember anything about the commercial placement, but I do remember that I thought they were a little excessive. The other thing I noticed is that they tend to offer the first show or so of a series for free and then want you to subscribe to see the rest of them. There really can't be any doubt about that strategy, and all I can say to that is "Fair enough but no thanks, thankfully I'm not that compulsive."

It's always a bummer when a favorite show gets cancelled, especially of it's become part of your schedule and something you really look forward to. On the other hand, when a series goes on "forever" I usually get bored with it and turn elsewhere. I guess "timing is everything".

And then, we have The Amazon Kindle Fire, reminiscent of a protection racket. "Pay us or you get ads on the screen" (Ad-supported Kindles cost $20 less than ad-free Kindles. If you get an ad-supported Kindle you can unsubscribe from Special Offers at anytime).

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The casting calls and auditions that caught our eye this week include the Netflix series Sirens and several commercials that include Bones Coffee, Boarderie and more. New casting calls and auditions are added to Casting Networks daily!

Netflix next month will unveil the first version of its video streaming service with ads, giving cost-conscious viewers a chance to watch most of its shows at a steep discount in exchange for putting up with commercial interruptions.

Netflix's ad-supported option will also be rolling out in Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain and the U.K., according to a Thursday post by the company's chief operating officer, Greg Peters.