Using cut-downs to stretch your budget further

Used well, cut-downs can undoubtedly increase the efficiency of your campaign, and aid communication.

Using cut-downs to stretch your budget further

THE BENEFITS OF CUT-DOWNS

As the following example shows, cut-downs can be a highly effective means of improving the efficiency of a campaign. The original 30 second ad aired in two bursts, achieving an Awareness Index of 6. The following season, a 10 second cut-down was introduced into the mix, and the Awareness Index rose to 11, almost doubling the efficiency of the campaign, while communication stayed strong.

Claimed TV advertising awareness

At their most effective, cut-downs work by stimulating memories of the full length ad, which effectively means the advertiser gets the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands