3D Ad Flow May Be Faster Than Forecast

ESPN 3D grabs early interest; dual-format production looks feasible

By Glen Dickson

ESPN HAD expected few advertisers to initially come onboard for its new stereoscopic channel, ESPN 3D, with the notable exception of electronics giant Sony, which is sponsoring the channel’s launch. But last week ESPN announced that Procter & Gamble, along with Disney’s Pixar animation unit, had created 3D spots in time for ESPN 3D’s coverage of the 2010 FIFA World Cup.

The spots for P&G’s Gillette brand and Pixar’s upcoming Toy Story 3 3D feature, which will run alongside Sony spots for 3D sets and ESPN “This Is SportsCenter” promos, won’t necessarily bring in extra revenue, as they were bundled in with larger advertising buys across multiple ESPN outlets. But they are a sign that 3D advertising might take off faster than HD advertising did more than a decade ago, due both to changes in technology and a different level of consumer awareness.

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