Are 60-second ads twice as effective as 30-second ads?

This paper asks whether the recent trend among advertisers towards favouring shorter television commercials is a sensible one, or if longer advertisements do in fact yield better product recall.

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

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