On Monday, five Viacom networks — including MTV, VH1 and Spike — will run custom TV spots for the upcoming “Deadpool” film in place of all other commercials during three hours of programming.
Programs such as “Tosh.0,” “Workaholics” and “Golden Girls” will run only these “Deadpool” spots, which were customized to fit the target demographic of each show. For instance, the “Golden Girls” spots will feature Deadpool with a rose and other Valentine’s Day trappings. “Teen Mom,” “Ridiculousness,” “@midnight,” “Love & Hip Hop” and “Cops” will also be part of the targeted programming.
“It’s the biggest takeover stunt we’ve ever done with a partner,” executive vice president of Viacom’s Velocity marketing team Dario Spina told TheWrap.
According to the report, Fox hopes to draw in more of an audience through this use of constant repetition and the lure of making shows “commercial free.”
“The truth is the average consumer’s attention span has declined because there are so many distractions. One way to deal with it is repetition,” University marketing professor Larry Chiagouris said of Fox’s strategy.