Microsoft Buys First 6-Second Ads in AMC's 'Walking Dead'

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Jeffrey Dean Morgan as Negan in 'The Walking Dead,' whose new season is beginning.
Jeffrey Dean Morgan as Negan in 'The Walking Dead,' whose new season is beginning. Credit: Gene Page/AMC

Microsoft will be the first marketer to air six-second ads in AMC's "The Walking Dead."

The company has bought two of the micro-commercials, which will air at the top of the Oct. 29 and Nov. 5 episodes.

AMC said earlier this month that it was out selling six-second ads, a length first popularized by YouTube last year, just before new episodes of "The Walking Dead," TV's top scripted show. TV executives are exploring whether the format could be useful in a media environment where consumers often avoid ads.

The network intends to run one six-second commercial between its repeat of the prior week's episode and the start of the new one throughout the first half of the season, starting with its second week Oct. 29. No other ads will appear in that break.

AMC is believed to be charging rates similar to the price of a 15-second commercial in "Walking Dead." A 30-second spot in this season is running advertisers as much as $500,000, according to media buyers.

Aside from the six-second ads, Microsoft will also sponsor a livestream of "The Walking Dead" red carpet premiere event on Sunday in Los Angeles. The event will stream on Facebook Live, Twitter, YouTube and the Mixer Xbox Channel.

Xbox will produce a 30-second spot with footage from the red carpet live stream, to appear during the two-hour episode of "Talking Dead" on Sunday.

And Microsoft will continue to sponsor the preview of the next week's episode that airs at the end of each episode.

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