Turner Sports and TNT will make a bit of television history this Saturday night (July 7) when the network introduces its Wide Open Coverage concept during its telecast of Nascar's Pepsi 400 that will include only limited onscreen commercials created exclusively for 9 advertisers by Turner.Turner has experimented on a few ocassions with the no commercial break concept for live sports telecasts, but actually working with its advertisers and their agencies to create all of the commercial spots for each of the advertisers is something never done before.The sponsors of the telecast will include Autozone, DirecTV, Ford, Goodyear, Miller Brewing Co., Pepsi, Principal Financial, Sprint, Subway and Toyota. Turner Sports Creative Sports Services created and produced the commercials and branded content for all but Toyota. All of the commercials/branded content pieces are unique and will have never aired before, and will run between 60 seconds and two minutes.The race telecast will have the mandated local commercial breaks each hour, but eliminating the national commercial breaks will mean the viewers get to see 22 minutes more race coverage per hour.http://www.mediaweek.com/mw/news/recent_display.jsp?vnu_content_id=1003606051
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