You know what they say about WarnerMedia’s HBO: It’s not TV. In a few months, however, its streaming-video edition will start to run TV commercials. In a marketing survey sent to consumers la…
and the nine minutes per hour often utilized on Disney’s Hulu. And while commercials are not likely to appear in any original HBO programs, or the most recent movies playing on HBO, the survey suggests ads could surface alongside content from WarnerMedia’s other TV networks; in original series that launch on HBO Max only; and in older films, which currently include classics shown commercial-free on the company’s Turner Classic Movies cable network.
The survey’s details point to some of the somersaults AT&T must turn in order to bring advertising dollars to its streaming hub., conscious that more consumers are making streaming part of their overall media diet. But WarnerMedia may not be immediately able to monetize some of HBO Max’s most popular programs with commercials.
Advertiser interest in the possibility of aligning ads with HBO programs has been robust enough that WarnerMedia recently called several media buyers to reiterate that those shows will not be open for advertising when the ad-supported version of HBO Max debuts, according to one buying executive. Despite the guidance, media buyers continue to hope their clients will eventually gain access to HBO material.
AT&T has good reason to try and capture streaming-video ad dollars. Marketers are beginning to earmark greater levels of spending on venues like VIacomCBS’ Pluto, NBCUniveral’sand Walt Disney’s Hulu. In this year’s second quarter, spending on ad-supported streaming hubs – much of it only a fraction of what gets placed on the TV networks – increased, according to the research firm MoffettNathanson. Ad spending on Pluto rose 60%, while advertising outlays at Roku rose 31.2% and spiked 12.
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