Thirty-second audio ads seem to be the “optimal point” for holding attention and conveying information, a study by measurement firm Veritonic and media company Audacy has found.

Why it matters

Spot length is a vital consideration for creative and media strategies. Determining the most impactful duration of ads can thus assist brands in driving the maximum impact from their audio output.

The findings

The study, which was presented at the Advertising Research Foundation’s (ARF) 2022 AUDIENCExSCIENCE conference, tracked the impact of 49 audio spots on a panel of 2,400 audio listeners. It found:

• The number of respondents agreeing that an...