Fox Networks Group is lining up to offer the six-second ad format across the FOX Sports portfolio, reserving a limited number of spots that will run during FOX Sports’ NFL and MLB coverage on FOX as well as college football and MLS on FS1. The ads will debut on America’s Game of the Week and be deployed in a variety of forms, including a shorter commercial load or in-game execution, designed to “most seamlessly integrate with each type of sport.”

“At Fox Networks Group, we are committed to building products that outperform for our brand partners and improve the viewing experience for our fans. Working with brands and agencies that choose to buy these new formats, we will heighten consumer engagement with and immersion in our content while simultaneously giving meaningful attention and focus to brand messages,” said FNG President of Advertising Revenue Joe Marchese. “We have already been collaborating with brands and agencies that understand the need to evolve the model. They are the ones that are going to receive the prime attention and get ahead, leaving behind those that try to make everything fit a legacy TV buying model.”