Fox did "not sell any six-second ads" for Super Bowl LIV, and the network "isn't the only one in the industry moving away from a linear ad format that was seen as revolutionary when it was introduced" just 2 1/2 years ago, according to Jason Lynch of ADWEEK. Fox debuted the first six-second linear spots in August '17 and expanded the format that fall to NFL, baseball and soccer games on Fox and FS1. NBC partnered with Toyota to bring six-second ads to the '18 Pyeongchang Games. But since this "initial wave of excitement," enthusiasm has decreased as the format gives networks their "share of headaches, too." Limited inventory was an "issue," and disagreements over pricing "surged." NBC Sports Group Exec VP/Advertising Sales Dan Lovinger said, "You have to find the exact right place for a six-second ad. We have such a wonderful announcing team; the last thing you want to do is break their narrative while they're trying to make a point so you can squeeze a six-second ad in. It doesn't make sense for the advertisers, the viewer or the production." Meanwhile, Disney has "found some value in the format." That is how it "deployed six-second ad spots for AT&T" during this season's NBA on Christmas Day games, which aired on ABC and ESPN (ADWEEK, 1/6 issue).
