Using cut-downs to stretch your budget further


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 benefit of the full ad at a fraction of the cost. In this example, the 30 second ad was replaced by a 15 second cut-down, and the Awareness Index doubled.