ARF digs down into the success of six-second spots

Geoffrey Precourt

A study by the Advertising Research Foundation (ARF) and TVision indicates that six-second ads have considerable potential for brands.

Six-second spots are viable – and powerful – tools of audience engagement, according to new research from the Advertising Research Foundation (ARF).

Tests that the trade body conducted with TVision Insights, the Boston-based research firm, found that while short-form spots accounted for only 3% of ad placements, they drove approximately 6% of impressions.

The short-form spots, the ARF and TVision discovered, also proved most powerful among millennials when they extended an established campaign in low-clutter environments with creative adjusted to the particular viewing screen.

Paul Donato, Chief Research Officer, ARF

“As the number of six-second ads on television increases,...

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