Cost Per Second: The Relative Effectiveness of 15- and 30-Second Television Advertisements

Although half the length of a 30-second ad, the media cost of a 15-second advertisement is between 60 to 80 percent that of a 30-second advertisement.

Cost Per Second: The Relative Effectiveness of 15- and 30-Second Television Advertisements

Kate Newstead and Jenni Romaniuk

Ehrenberg-Bass Institute, University of South Australia

INTRODUCTION AND BACKGROUND

The length of an advertisement is a key decision marketers must make when commissioning television advertising. The length constrains what is possible in terms of building a story, conveying a message or making branding links. Though the 30-second spot has been a standard for many decades, there is a trend toward alternative, particularly shorter advertisements (Lindeman, 2007; Petrecca, 2006; Sinclair, 2006; Steinberg, 2005). The most favored alternative (in the United States and...

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