O'Reilly Factor viewers who are also subscribers to DISH, DirecTV and Verizon Fios can expect to see the commercial around 8:45pm, 11:15 p.m. and 11:45 p.m. EST.
Wednesday night's commerical lineup is part of a larger campaign that purchased at least 109 ad spots for the commercial throughout last weekend and Monday. The campaign, which was managed on a "Kickstarter for media buys" called Loudsauce, raised more than $6,000 from 168 people to purchase air time for a YouTube video starring protesters. (See below.) As of Monday morning, the campaign had only spent about $2,900 of that amount on ads across channels such as ESPN Sportscenter, Fox News and the Outdoor Channel. Loudsauce co-founder Colin Mutchler says he expect it will use the rest of the budget tonight.
It probably wouldn't have been possible to buy this much ad time on a $6,000 budget without Google TV Ads, which auctions ad time for broadcast in a similar way to how it sells online text or image ads. Advertisers pay only for those TV sets tuned into their ad when it runs.
The winning price for time tends to be relatively inexpensive. Ten confirmed airings on ESPN Sportscenter with 99,666 impressions, for instance, cost the Occupy Wall Street commercial campaign $203 (all of the ads, with the exception of those on Bloomberg Business TV, have run on DISH, DirecTV and Verizon Fios networks only). Mutchler plans to outline exactly where the money was spent in a blog post in order to make a point about how accessible TV advertising is to grassroots organizations.
"I hope people realize that this is true," he says, "and also that they think, 'oh my God, we can do this kind of thing.'"
A second campaign for Occupy Wall Street ads that aims to raise $15,000 is already up on the site.