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 BACKGROUNDThe 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...