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.
“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...