Fewer commercials = more revenue?

A few weeks ago, the NYT started the discussion on Fox's new ad strategy for some of its top-rated shows – fewer commercials that cost more. The idea is that commercials are more likely to watch a commercial when it's a break of only 60 seconds rather than the typical two to three minute commercial break that provides more of an opportunity to speed past it, mute it or walk away.

I hope it succeeds. One thing it may revive is the 60 second ad. I think one reason people tune out the advertising, aside from irrelevant or poor creative, is the barrage of advertising that pours from the TV covering so many different topics. It's an art to engage your audience for 60 seconds and one many creatives are losing.