Hasta La Creative!

Not content merely to shake up its NBA broadcast and studio crews, Turner Sports next week will give advertisers an opportunity to make their mark on its new “Players Only” initiative, carving out a quartet of single-sponsor “superpods” that will air during TNT’s Monday night doubleheaders.

Featuring a blend of isolated branded content, whip-around analysis and a custom 60-second capper, each takeover pod will replace the standard three-minute ad break that occurs between the first and second and third and fourth quarters of TNT’s NBA coverage.

Designed to offer viewers a more engaging experience during basketball’s longest in-game breaks, the superpods also provide TNT’s NBA advertisers with a clutter-free chunk of real estate from which to market their products and services. If the experiment works out as planned, hoops enthusiasts will be more likely to pay attention to the brand messaging, which in turn would go a long way toward justifying the premium rates associated with taking up an exclusive position.

Continue reading at AdAge.com