Radio Spot Length

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of radio spot length.

Radio Spot Length

Jill Peled

Radio Recall Research, LLC (Media Dynamics, 2006) found in their recall studies that:

  • 30 second radio ads generate about 80% of the proven recall of a 60 second ad

  • (60 second: 19.6% recall vs 30 second: 15.2% recall).

Allan (2007) found in his study that:

  • 30s ads were significantly lower than 60s ads in: recall of brands, advertising message, and proven recall.

  • Alan (2007) recommends that the cost of a 30s ad could be 67% of a 60s ad with message recall paying 54% and proven recall paying 43%.

  • Results suggest primacy effect, with being...

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