AD LOVERS: WATCH THIS SPOT

A lot of people complain when a commercial break interrupts their show. Now, there’s a show for people who want to watch one long commercial break.

Firebrand, a company and TV show dedicated to “commercial culture,” is making its cable debut tonight under the assumption that it can dish up enough good ads that viewers will want to stay put.

A show that is essentially one long commercial break seems like a non-starter considering the popularity of TiVo and other ad-zapping devices, but Madison Avenue loves the idea of ads as entertainment.

The show, which debuts at 11 p.m. on ION Television, is intended to appeal to younger viewers – ages 12 to 34 – who tend to switch channels or surf online during commercial breaks. Firebrand is also available on the Web and cellphones.

A preview of the first show included new and classic ads from the US and overseas, ranging from beer maker Guinness’ award-winning evolution-themed spot from the UK to Claire Danes’ dancing “boyfriend trouser” ad for Gap.

Although Firebrand won’t be the first show about ads – there are Super Bowl ad specials and TBS’ “World’s Funniest Commercials” – there are a couple of twists.

Firebrand will weave in spots that are paid placements from advertisers along with those included for sheer entertainment value. There will be no commercial breaks or any sort of delineation between free ads and paid placements.

John Lack, Firebrand’s chief executive and co-founder, declined to name all the advertisers that bought placement in the show but identified Budweiser and Subway as two of them.

Because Firebrand’s backers are buying ad time during which to air the show, rather than the network paying them for the programming, as is usually the case, Lack said he can make money from even marginal ratings. Advertisers pay rates based on a show’s TV ratings.