Instead of going into a rant on the effectiveness of TV commercials, I’ll just propose a simple test for a new version. How about 3 second TV commercials.
It won’t work if you simply have 20 of these 3 second commercials as the sole filler between the shows but 1 or 2 carefully thrown in throughout a 30 minute show slot might just work.
What could work during this time? How about simply putting up a carefully thought out and extremely digitally supported hastag for those 3 seconds. Since multi-screen viewing is the new form of absorbing media, why not use shorter, cheaper, more-repeated 3 second TV ads to drive to a place where the user can research and engage more. They’re doing that anyway.