Effectiveness of Different Television Commercial Lengths

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of the effectiveness of different television commercial lengths.

Effectiveness of Different TV Commercial Lengths

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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...

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