IDS prepares new ad break format

by Sara Kimberley, mediaweek.co.uk 03-Nov-09, 12:54

LONDON - IDS, the Virgin Media TV-owned sales house, is to launch an 'in-break' competition, as part of its ongoing project to devise new ad break formats.

The ‘in-break' competition will debut in the first centre break of the latest series of Criminal Minds on Virgin1 at 9.10pm on Wednesday, 4 November.

At the end of the first part of the show and before the first ad break begins, viewers will see a promotion featuring Virgin1's figurehead character, Red. Red will encourage viewers to solve a puzzle by rearranging the anagram formed by the letters that flash up in between each ad.

The in-break competitions will run in Criminal Minds for five weeks and viewers will able to win a Virgin1 goodie bag worth more than £100.

Viewers can enter via the Virgin 1 website and the competition breaks will be promoted both on-air and online.

The ‘in-break' competition was developed by Howard Norton, agency sales manager, ids and Angus Mitchell, partnerships controller, ids.