Effectiveness of Different TV Commercial Lengths
Mi hui Pak
Past research comparing :15s commercials with :30s found that :15s typically achieved around 75% recall of :30s ads (ARS, 2002; Young, 2008). Weinblatt (2002) argues that the :15s spots had such high recall rates in past studies because the ads tested in the 1980s were cutdowns of already familiar :30s commercials and tested with only one :15s per commercial pod.
More recent research by Ameritest (Young, 2008), found that:
- :15s are roughly 80% as effective as :30s in generating attention.
- :15s have ¾ as many peak branding...