David Goetzl of Media Daily News reports about how Fox Business Network launched its online news shows without sponsors earlier this year, but has since found advertisers.
Goetzl writes, “The strategy appears to have worked. FBN began weaving ads into its live online shows this quarter. Chase is on board as an advertiser for the lunchtime ‘FoxBusiness.com Live – Noon Edition’ — an hour-long show with anchors and guest commentators, in line with the network’s on-air product, although it does encourage viewer interaction.
“In October, as Don Imus took over FBN’s 6 a.m. to 9 a.m. slot, the network sought to stay in the business-news game and launched a ‘Morning Edition’ of ‘FoxBusiness.com Live’ that runs simultaneously. National Car Rental has signed on as the first advertiser there.
“Unlike some Internet shows that rely solely on a pre-roll spot, the FBN shows are running TV-style ads within, albeit with shorter pods. Both Chase and National, as exclusive sponsors, receive four commercial breaks an hour, where they run a single spot.
“Chase also runs a pre-roll that viewers must watch no matter when they tune in. National has ‘brought to you by’ billboards at the top.”
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