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Volume 27 No. 7
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NFL Network Introducing New L-Wrap Ad Format For Titans-Jaguars

Viewers for Titans-Jaguars tonight on NFL Network will notice a new advertising format -- something league execs are calling an L-Wrap. One time each half, the network will squeeze back the picture and insert two borders with sponsor messages -- one on the top and one on the left side. The ad will run for six seconds and take the place of one regular commercial. Gatorade bought both L-Wraps for tonight's game. For the NFL, this is a way to ease the commercial load and speed up the game. NFL Net tested this format last season on its RedZone Channel and a handful of times during Week 15 and 16 games. NFL ad sales execs met with advertisers throughout the offseason to come up with ways to make the format more effective. The ads should not run while the ball is in play, and they are not scheduled for a specific point in the game. For advertisers, this is a way for brands to break through the clutter.