YouTube during Fox' pregame coverage of World Series Game 1 promoted its "fledgling live pay-TV service" with a two-minute ad airing just before the first pitch, according to Jeanine Poggi of AD AGE. In the spot, a live shot of the booth housing broadcasters Joe Buck and John Smoltz morphed into an "extended pitch for YouTube TV." The camera zoomed out from the booth to a "TV set in someone's living room," featuring "actual live footage" from Dodger Stadium. YouTube TV also is airing "at least two 30-second spots as well as 6-second ads during each game" (ADAGE.com, 10/24). BROADCASTING & CABLE's Jon Lafayette noted Fox has been "looking to create more innovative attention getting advertising opportunities for its clients, particularly in big events." During the Super Bowl, Fox "blended live action with a spot for Tide that showed football analyst Terry Bradshaw trying to get a spot out of his shirt before going on air." Fox also "aired a live spot" for candy brand Mars. YouTube and Fox have been "pioneers in running six-second spots for advertisers" (BROADCASTINGCABLE.com, 10/24).
JUST PUSH PLAY: NBCSPORTS.com's Craig Calcaterra writes Fox and MLB last night "crossed some sort of line" that "kept the advertising largely separate from the game itself." A YouTube TV ad appearing behind home plate during the game displayed a "play" button that ended up "smack dab in the middle of the screen, just as it would be for an actual YouTube video." Calcaterra: "When a right-handed batter was up, the thing looked like it was actually hovering in front of the umpire’s shoulder or catcher’s head." It was "unquestionably designed to be there and YouTube is likely pleased that everyone was talking about it during the game and continues to talk about it today." However, it was "distracting" for fans, as it took them "out of the action for a moment or two on multiple occasions" (NBCSPORTS.com, 10/25).
