FSN tries a new approach to ads at intermission

FSN North boss Mike Dimond has talked frequently about the need to adjust to the evolving landscape in sports media and how fans view games. This has led to a few alterations in how his network presents its telecasts.

Perhaps the most interesting innovation will be unveiled Tuesday at halftime of the Timberwolves game against the Lakers at Target Center. Rather than going to commercial after the second quarter, FSN North will remain at the venue, breaking away for only two minutes of ads just before the third quarter. There is usually about 12 minutes of commercial inventory fit into the 15-minute break.

This doesn't mean FSN isn't looking to make money. The tricky part is that halftime advertising isn't exactly the most valuable, in large part because audiences usually channel-surf. Dimond is hoping that by providing more analysis and interviews, along with showing halftime entertainment from the arena, viewers will be less likely to leave.

FSN's plan is to squeeze the screen and have a ticker running at the bottom and statistics and other information provided on the righthand side. Advertisers' logos also will be included.

"Part of this is talking about the concept and trying to get people to understand it," said Dimond, senior vice president and general manager of FSN North. "We are having that same issue with advertisers. We are changing the way a lot of that thinking goes in that, 'Look, your logo can be on the screen for 12 solid minutes. It's not just about a 30-second spot here.'

"It's so new, we are struggling with the value and what it's worth. It's hard to put a figure on it because it's new and something that has not been done as far as selling content."

This isn't a one-shot deal, either. It will be the case for all of FSN's remaining Wolves telecasts -- at home and on the road.

Dimond said the idea was developed at FSN North and admits there will be "a lot of eyeballs on this." Part of the reason FSN has decided to go this route is because of the success it has had with keeping audiences for its postgames for the Wild, Wolves and Gophers men's hockey. Those shows have been retooled to be faster paced, more interactive and focused on breaking down specific areas of the game.

According to FSN's research, through six Wolves games the network is holding 60 percent of the audience from the last 15 minutes of the game to the first 15 minutes of the postgame. Last year at the same time that figure was 16 percent.

For now, the halftime concept will be solely focused on the Wolves. Dimond admitted there would be some obstacles for doing it with the Wild, where you have two intermissions. "I certainly have thought about that," he said. "But it's not going to happen this year and we'll be challenged to even do it next year from an available inventory standpoint."

But Dimond already is envisioning how to bring this idea to baseball and makes it clear that this isn't an experiment. "This is what we're doing," he said. "I don't want to just start adding 30-second spots back in."

These might not be the best of times financially for Clear Channel, or any other media business for that matter, but the company made a sizable investment in KFAN (1130 AM) afternoon drive host Dan Barreiro this week when it matched the six-year offer he received from KSTP (1500 AM) this month.

"We started our negotiations with Dan with the idea that he did not want to leave," said Gregg Swedberg, vice president of programming for Clear Channel Minneapolis. "That's what we heard from him and that's what powered the whole deal. We're not mad at him for trying the free-agent market. ... I can't say I blame KSTP for trying to hire our people. I like our people better than theirs, too."

Although no one would comment on the financial details, Barreiro's contract is believed to top out at about $400,000.

• The Wild's victory over Phoenix on Wednesday had a 4.4 rating on KSTC (Ch. 45), giving the team an average rating of 3.5 on KSTC through six games. The Wild has averaged a 2.6 rating on FSN through 15 games. Meanwhile, the Wolves did a 0.9 for Wednesday's loss at Dallas on FSN; they were averaging a 1.6 rating on KSTC and a 1.2 on FSN through five games.

Judd Zulgad • jzulgad@startribune.com