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Use TV Commercial Time (Idea)

Use television commercial time to encourage exercise and movement.

Photo of Burt A
17 13

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Who is the target audience for your idea and how does it inspire the end user to lead a healthier life?

My natural affinity is towards the poor and minorities. These are the groups traditionally most impacted by social and economic crisis. Yet here we face a problem that cuts across many natural divides. Each may be affected in different ways, and have different levels of resources, but all of us can benefit from increased exercise. These changes not only affect us individually, or as communities, but as a nation and even globally as greater resources are assigned to preventable ills.

The average hour of television time includes about 15 minutes of commercial time. Providing an overlay, similar to that used for emergency or breaking news, at the foot of the commercials could provide the opportunity for people to stand up and jump around. The American Council on Exercise has several articles and PDF's that mention taking advantage of commercial breaks to engage in fitness activity.

The overlay could feature items like a countdown of time left for commercial, icons suggesting different activities (i.e. stretch, jog in place, leg lift etc).

Studies would have to be done to see how this would impact advertising but I believe that this will also insure that those participating remain in front of the TV, instead of wandering away for a break. Additional motivation for advertisers could be provided with a small text i.e. "This exercise break provided by: name-of-advertiser. We care about your health."

It seems to me that if you can't get people away from the TV, then leveraging their existing activity makes sense. You could also tie it into social media (Twitter etc) or other forum where people can share their success - and provide the possibility for viral media (i.e. 'our family lost 50 pounds working out during commercials!'), which would make this a wonderful tool.

Here are two small references from the American Council on Exercise, but the site is full of research and suggestions based on the problems caused by sedentary lifestyles, with excessive television time being repeatedly cited as a major factor.

Small Steps to Increase Physical Activity

Couch Potatoes Arise! (pdf)

This study from the Bureau of Labor Statistics suggests that people view almost 3 hours of TV per day on average (the total may be up to 5 hours per day depending on age). 15 minutes of exercise, per one hour TV programming as suggested above, would result in 45 minutes per day, 16,400 minutes per year, or roughly 23 hours of extra exercise per month (or 38 hours per month for certain age groups). 

Worth reading:
Summary: benefit of 2-3 minute exercise 'snacks' (short routines)

"Can America’s Top Sedentary Activity be Made More Active?: Physical Activity and Leisure-time Study"


Note: This is a long, fact filled disertation I only skipped through. Lots of interesting tidbits.


Excerpts: "These findings suggest that TV commercial walking may be a strategy that assists in increasing physical activity and potentially affecting dietary intake, creating prevention of weight gain in sedentary adults...this study highlights that PA (physical activity) can be successfully incorporated into traditionally sedentary TV watching habits. Exercise performed in short bouts during commercial breaks can result in similar increases in PA as exercise performed in traditionally advocated longer bouts."

This idea emerged from

  • An Individual

Evaluation results

11 evaluations so far

1. Can you see this idea fitting into your daily life?

Yes, I think so - 36.4%

I'm not sure - 18.2%

No, I don't think so - 45.5%

2. Do you think this idea will help people lead healthier lives?

Yes, I think so - 45.5%

I'm not sure - 27.3%

No, I don't think so - 27.3%

17 comments

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Photo of An Old Friend
Team

Hi, Burt! This is a very powerful idea! You've hit on a formidable (hidden) force. Have you considered a double pronged approach to simultaneously tackle unhealthy food marketing to children. For example, after the Institute of Medicine published its report "Food Marketing to Children and Youth: Threat or Opportunity," the Walt Disney Company and the Cartoon Network pledged to stop using their cartoon characters to advertise unhealthy food products to children.

Below is additional information, including specific recommendations relevant to your idea. You might also be interested in the New England Journal of Medicine article (how healthy messages get drowned out).

1. Specific recommendations for Advertising, Marketing, Entertainment Industry, and Media.
http://iom.nationalacademies.org/~/media/Files/Report%20Files/2005/Food-Marketing-to-Children-and-Youth-Threat-or-Opportunity/KFMOverviewfinal2906.pdf

2. Full report (including information regarding Disney and Cartoon Network pledge).
http://iom.nationalacademies.org/Reports/2005/Food-Marketing-to-Children-and-Youth-Threat-or-Opportunity.aspx

3. New England Journal of Medicine article on food marketing and childhood obesity.
http://isites.harvard.edu/fs/docs/icb.topic353091.files/Fall_2006/Nov_28/FoodMarketingAnd_ChildhoodObesity_MNestle.pdf

Photo of Burt A
Team

Hi Amy. You're right of course. There are a lot of forces that contribute to the problems of obesity -and not only for children; but they certainly are often the most vulnerable (and also a perfect target for remedial action since they are forming life long habits).

My thought though, is that to get the ball rolling, a simple plan is best. I think what you propose could be done in parallel or as part of a multi-stage solution, with an initial fast launch of whatever solution has the best chance of being adopted by the maximum number of people and producing tangible benefits. Other stages can then be rolled out feeding on the momentum and positive feedback from the fast start, or they can be launched as parallel 'sister' initiatives perhaps?

Projects that get too complex, or attempt too much at the outset, have a harder time getting off the ground, being adopted and adjusting to unexpected changes and circumstances. Longer roll-outs in uncertain economic circumstances can also leave good programs foundering when funding dries up.

I think if we want to make real change you create a road map for the long game but start with a quick spearhead program that gets things rolling.

Photo of Liz Zarro
Team

Hi Burt!

My name is Liz and my idea has also been selected for refinement. I think you have something really good here, and I believe that with the use of commercial adverts the consumers can really be moved (even physically :D ). Have you thought about other connecting points? For my idea I was thinking that the consumer would be emotionally moved by a commercial promoting the product I'm thinking up. Maybe if there is more tangible rewards- like if you video tape yourself doing the exercises and then mail them in you get a discount on your next bill (that is a very rough idea, but I'm hoping to just show you where my train of thought has taken me, haha). I'd love to help where I can, and if you have any input on refining my idea I would love to hear it!

Best of luck.

Photo of Matt Kerns
Team

Burt - very cool idea! I wonder if it could tie into a campaign like EcoMedia's Viewers to Volunteers (https://www.viewerstovolunteers.com), where companies encourage donations to non-profits as the commercial. This leverages the money spent on each ad, as the sponsoring company now gets more brand equity out of their dollar than they would with just a normal advertisement. Perhaps companies could take a similar approach and support healthy habits.

Photo of Burt A
Team

I think there might be opportunities. Off the cuff thought but I could see Telemundo maybe using this to do some good for themselves, and individual shows, if they challenged viewers to log in their hours, and upload video or some other 'documentation' of their exercise. i.e Telemundo has a challenge month, sponsored by a particular novela, and donates X$ to a particular health related cause based on user participation. Or the actors/personalities could visit the winning school, or donate for a small park etc but this is a way to translate the audience participation into benefits beyond the immediate physical ones, and generate good will and visibility for Telemundo.

Photo of Prianjali Kapur
Team

Hi Burt! I think it's a great idea to use TV commercial time to inspire people to make healthier decisions! I had a very similar idea. It would be great if this time could also be used to give healthy eating tips - like * Hey you! put down that pop corn & make a veggie dip instead* or if popular TV show stars gave their healthy lifestyle secrets. Like if Sofia Vergara revealed her favorite healthy snack or fitness habit? I do believe it could help inspire & influence people's decisions!

Photo of Diana McCarthy-Bercury
Team

Prianjali, great ideas! I want to add on to your suggestions is that is alright.
I would have the ad or workouts set up to pop up at the same time everyday so it becomes routine. Typically people need to repeat an activity everyday for three-months for it to become a habit, so regular ads and pop-up workouts at the same time could help watchers develop a good habit. Then I would a level of "gamification" to the workout ad- rewards for those to participate. To do this you would need to be able to connect with the user/watchers through cell phone technology or connecting to a FitBit or other type of exercise monitor. Prizes could be awarded daily, weekly, monthly and annually. Prizes might include low cost items like recognition which could happen online or on a follow workout ad. Another option would be a certificate from the TV station or the winner of the home exercise challenge could be entered into a raffle for bigger prizes like the the TV hosts calling winners on live TV. Another option would be prize could send secret things to those who participate things like coupons for veggies or healthy recipes.
Good Luck!

Photo of Joanna Spoth
Team

Burt, so glad to see this idea in...Ideas! Has it evolved at all since you posted it? Be sure to include "UPDATE" in the full description of your idea if it has. I love Prianjali & Diana's ideas. Are you interested including a celebrity or app tie-in? NBCU/Telemundo has actually employed exercise into their commercials before and seen success, but I wonder how we could build on it...I think it's a powerful idea! If you're interested, I'd encourage you to add Prianjali & Diana to your team and collaborate with them.

Photo of Burt A
Team

I think that is a great idea. Poor health is a multi-faceted problem so it makes sense to tackle it with a balanced dose of exercise and quick tips. In fact online marketing, via social media, generally involves a balance of news, fun facts, original content etc as variety helps your message appeal to a broader audience, who might not connect with one segment - i.e they might not be crazy about exercise, or may already exercise, but might enjoy healthier eating tips. It also helps things stay fresh and fun.

Photo of Joshua Zaldana
Team

Burt, this is great! Love that the idea works with the environment in which people find themselves while watching television. Your idea not only promotes exercise, but in a world where businesses often value monetary gains over people this also gives brands the opportunity to "sale" their brand while placing them in a good light. Application wise, your idea would be fairly simple to implement.

A thought I had while reading your idea: What if there was an app available that could be used to keep track of people's engagement while rewarding them for their participation. Rewards could vary from badges, displaying username high scores while the commercial breaks are happening (motivator for those who like to stand out), to partnering with local businesses to provide discounts or awards to those who complete a certain amount of exercise routines. Now that I think of it, FitBit could be a great partner in this endeavor. They already monitor heart rates and calculate how many steps people take.

OpenIDEO, might be worth the try to pitch this idea to them.

Love this!

Photo of Burt A
Team

Thanks for the kind words Joshua. We danced around this idea in several posts and I think it is a good one.

Photo of Burt A
Team

Thanks to encouragement from the team at OpenIDEO, and other users, I'd like to add potential refinements.

>For example, how might Telemundo create characters that provide words of wisdom and cheeky reasons for exercising during commercial breaks? Or, how might a telenovela star challenge the audience to stand up and walk around during commercial breaks?

I think if we look at the popularity of music, dance and the arts in Latino culture, and actually cross culturally in some cases, a few ideas suggest themselves.

1- How about having Telemundo personalities doing 'La Macarena-style' dance steps - this is one of several group / line dancing phenomenons that still appears at many of our family gatherings. It's contagious and having someone you recognize challenge you to a 'dance off' or just to wiggle your hips and wave around would be fun. They can also invent their own dance steps named after the personalities or programs (for a group dance). Totally random names here as I am not a novela guy (sorry Telemundo!) but something like "Camelia's Doble Paso" a quick two steppin' dancercize of some sort, or "Tierra de Reyes Cruzando El Rio" a few soap characters doing a an energetic line dance, perhaps themed with their show.

I think well know actors, resortes (comedians) and other personalities could also add fun with clever, comedic or noteworthy names for their exercise or stretch "I call this 'everybody wants to kiss me'", or "I call this the 'rock the baby stretch' so we remember all those mothers that ...." For kids "Mis botas quieren saltar" (my boots want to jump) and so on. You get the idea I hope.

2-Have a contest, recording you doing a particular personality/shows exercise/dance, or doing your own short exercise routine / fit dance, which then gets voted on, and the winner would get to appear in an upcoming exercise video clip with one of Telemundo's personalities.

3-Create a video log, uploading an intro, your goals, your inspiration and then intermediate clips of yourself doing the exercises, post your weight loss/health improvements at the end of a set amount of time and the winners would get some sort of prize, or a meet and greet with the Telemundo stars who inspired them.

4-Tie all of these shorter activities into an annual activity like "Telemundo's Walking for Health" and start a movement.

Photo of OpenIDEO
Team

Congratulations on making it to the Refinement Phase of the Healthy Lives Challenge Burt!
We really liked the simplicity of this idea, and the potential of this idea to complement some of the media content that are currently on TV.

As you continue to develop this idea, it’ll be great to think about how media content can be integrated into Use TV Commercial Time. For example, how might Telemundo create characters that provide words of wisdom and cheeky reasons for exercising during commercial breaks? Or, how might a telenovela star challenge the audience to stand up and walk around during commercial breaks? We also thought that there might be interesting integrations with various campaigns from brand companies on TV. For example, how might this idea work with Apple Watch’s reminder systems for standing up every hour? Perhaps you might consider helping people better grasp how this idea could play out by describing some of the possible activities. Check out this example: http://bit.ly/1KvAYj0

Also, we think your idea could work well in tandem with this idea: TV Fit - http://ideo.pn/1IDn5l8 Given collaboration is the name of the game here at OpenIDEO, we hope you might reach out and collaborate to grow each other's concepts!

Photo of Burt A
Team

I'm humbled and really appreciate this platform you provide.

I've been crazy busy at work but will drop in for a bit to see where I can contribute and collaborate.

Photo of Burt A
Team

I added this idea at the Research phase. Shane Zhao suggested, at that time, that I should copy it to the IDEAS phase when that opened - and that's what I did here.

Photo of Shane Zhao
Team

Glad to see TV Commercial Time make it over to the Ideas Phase Burt! We love how you're starting to tie in social media into this idea. How might this approach actually get people off the couch and exercising - will simply displaying messaging on the screen be enough? How can the integration of social media create strong social incentives for people to exercise during commercials? It'll be great to think about how this might work:) Looking forward to next updates!

Photo of Burt A
Team

Just for fun let's use the projections at the Census Bureau https://www.census.gov/population/projections/data/national/2014/summarytables.html for individuals age 5 and older which account for roughly 95% of the population and assume this is our target exercise group. Let's take 100 million of these individuals (about 1/3 of the current estimated population of 320 million plus) and multiply that by those 23 hours of extra exercise per individual, per month.

I ask myself what the collective effect would be on our health, our national health care costs, the economy, productivity, our attitudes, our optimism and all the other interconnected systems by an extra 2 billion, 300 million extra hours of exercise?

I don't know for certain, but I'm betting it would be statistically significant.