Are 60-Sec ads twice as effective as 30-Sec Ads?
Andrew Green ZenithOptimedia
There has been a clear trend over the past 40 years to running shorter-length TV commercials.
In 1965, 77% of all US network TV commercials lasted 60 seconds, a share which dropped to 27% five years later and has since fallen to 7% (2004).Allan R. Kuse and Margaret H. Blair, , Journal of Advertising Research, Vol. 44, No. 1, March 2004, pp.71–89 Colin McDonald, , Admap, March 1995 John L. Stanton and Jeffrey Burke, , Journal of Advertising Research, Vol. 38, No. 6, November/December 1998