What we know about TV and video ad length

Provides marketers with information and guidance about determining the optimal TV ad length.

There is increasing evidence of the effectiveness of shorter lengths in TV and online – and of the strategic purposes and media channels they are best suited for. Shorter lengths are less likely to be appropriate for emotional storytelling or complex messages.

Definition

TV advertising is produced and paid for by marketers to reach a target audience during TV air time. The cost of TV buying varies depending on ad length and positioning. TV ad length can range from six seconds to several minutes. The medium is in rapid transition and is continually evolving and adapting to meet consumers’ changing...

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