MANAGEMENT SLANT

  • 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 and included being shown on broadcast during primetime to an older audience.
  • The important factors for sixes were different than for the longer advertisements. The greatest likelihood for attention in sixes occurred when they were paired with another advertisement from the same brand or when they were in a solo pod.