¿Half-hour blocks of TV commercials? To return the books!


[button bg_color=”#178f67″]Warning, do not read. It seems that the source (Puro Marketing) he decided two days ahead fools day[/button]

Leo Puro Marketing that Telecinco (Mediaset Spain) will begin emitting blocks 30 uninterrupted minutes of commercials and advertising. Apparently they do because a study of infogram “shows” that long commercials and appearing in long blocks are more effective than brief announcements in short blocks. The study was funded, among others, by Atresmedia (Mediaset competition), But in the same article another study appears Zenith Media debunking the effectiveness of television advertising. Which believe? each use common sense. If it turns out that audiences are fragmenting, that more and more media and the new consumer is more tightly bound to the recommendations of their peers than to commercial advertising, I am left with the study of Zenith.

I think that while conventional advertising is dying. To prove otherwise, Many colleagues commented me “great success” New Ad National lottery: Everybody talks about it. Let's see, that of “speak even one bad” I start to look pathetic. This announcement of the National Lottery has been responsible for the biggest drop in sales this institution. Was it advertising? It may not be the only factor, but when I see a brand treats me like an idiot trying to remove it from my shopping list.

Returning to the ad units HALF AN HOUR, all illegal lights, I think it must be taken as an opportunity, not as a problem. And there I launched a proposal to see if the editors collect flight, game programmers and sports brands.

Your best half hour of the day

The concept is that, When a channel announces its half-hour advertising, Let's turn off the TV immediately (consuming) and opt for activities like:

  • Half hour reading, one papel o e-book, does not matterwatch
  • Half hour game individual participatory, real u online
  • Half hour exercise, either at home, going for a walk, jogging…
  • Half hour sex Why not?. Atresmedia may be responsible for improved sexual and psychological health of people
  • Half an hour cooking what you want
  • Half hour chat Skype or type Hangout with someone who is far
  • And for the more spiritual, half an hour meditating, praying

I think the initiative Telecinco promote a change and improved our mental health by the number of alternatives that opens. I hope that the big publishing brands, of games, power… put the batteries to sponsor the “healthy pause” half-hour. In any case, Thank you, Telecinco, to put it easy. Perhaps unknowingly you have started the most important CSR action of your history.


About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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2 replies
  1. Ramón Lombera
    Ramón Lombera says:

    Where is the novelty? Tele years 5 and Antena 3 broadcast advertising blocks of that length or almost. The effectiveness of TV advertising is more than questionable (there, as many, I agree with Guillermo).
    The strange thing is that no one has raised otherwise; short and expensive only available to large advertisers blocks. What makes Audi or block sharing BBVA mindunguis No need to names- advertising? Why not a formula similar TV to which Apple tried to apply in your project iAD? short blocks prior “cut” creative quality. that would, perhaps, how to re-create interest in this medium and restore the effectiveness that once had. It is not the fragmentation of audiences, but the over saturation which has killed television. And there will be blocks 30 minutes which shall rise.


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