Believing in the case of marketing their fall TV shows that less is more, ABC (DIS) is flirting with its potential audience by offering less video of their shows in their ads.
Saying they want to keep some of the mystery in their shows to build up to the fall, Michael Benson, executive vice of marketing for ABC Entertainment says that 
"We are taking a dating philosophy to our marketing. I'm into doing teases--it's the art of the tease."
It seems to be working as research by ABC shows fans are frustrated at this time by the lack of video shown in the marketing. Benson added :"it means they want to see more of the show. That means it's working."
They also may be taking their cue from the trend of the summer blockbuster movies as the key to their success has been the weekend openers. Of course the challenge will be keeping those viewers watching past the premiere of the show; only the quality can do that. But at least it gives people the chance to make that decision.
This isn't a bad strategy, as marketing in across other mediums has worked in similar situations as well. It'll be worth watching to see if they are able to draw larger audiences than their competitors in the beginning of the fall season.
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