Television: Spot length, position effects

 

Used well, cut-downs can undoubtedly increase the efficiency of your campaign, and aid communication. By stimulating the audience’s memories of the full length version, a cut-down can deliver virtuall ...

This paper asks whether the recent trend among advertisers towards favouring shorter television commercials is a sensible one, or if longer advertisements do in fact yield better product recall. While ...

There is surprisingly little difference in the performance of different ad lengths. The communication power of the creative has much more of an impact on how effectively an ad will work than the lengt ...

The aim of this study was to test if valence and intensity dimensions of responses to general programming affect commercial processing in everyday life. Results from analyses on data from a large tele ...

The authors report on an analysis of recall and persuasion measures obtained for 380 15-second commercials and 221 30-second commercials. In addition to commercial length, the ads were coded by 24 ex ...

Measuring the effect of over 300 Super Bowl commercials with recognition-based tracking provides a new type of evidence on the best length for commercials. It's a measure that reflects both the number ...

Describes studies of the effects of commercial recall of commercial length, position in break and other positioning factors. Several studies are mentioned between 1992 and 1998, involving re-analysis ...

This paper is a follow-up to the article published by the authors in Volume 37, No.4 of the Journal of Advertising Research. Where the original article describes a methodology for extracting ad effect ...