Turner/Nielsen qualify success of six-second spots

Geoffrey Precourt

Turner Broadcasting Co., the media group, and Nielsen, the research firm, partnered to assess the effectiveness of six-second ads.

Six-second ads generate comparable digital attention to traditional spots, according to new Nielsen Consumer Neuroscience research commissioned by Turner Broadcasting Co. – a finding that echoes the results of a recent Advertising Research Foundation (ARF)/TVision study.

“We started to take notice in 2017 when Fox aired six-second spots during the ‘Teen Choice Awards’,” Beth Rockwood, Turner’s vp/portfolio research and chief of staff, told delegates at the ARF’s AUDIENCExSCIENCE conference.

Beth Rockwood, VP, Turner Broadcasting Co.

“It was fairly apparent that a six-second unit, in isolation, had a pretty good chance of having good communication,” she offered. But, bonding together...

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