Six-second advertisements on television: Best practices for capturing visual attention

Six-second advertisements are used widely in digital video but only recently have appeared on television.


  • With visual attention as a proportion of advertisement length, six-second advertisements are effective because of better positioning but also because it is easier to view a greater proportion of the advertisement when it is only six seconds long.
  • Given the number of seconds participants viewed the advertisement, 15s and 30s scored higher because there were simply more seconds in which to view them.
  • Roughly 69 percent of all commercials receive no visual attention; 27 percent air in an empty room.
  • The factors that increased visual attention to 15s and 30s were similar...

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