"We’ll be right back. Honest": how “Seriously Short Breaks” keep viewers around to watch the ads

Holding attention during television ad breaks is becoming increasingly challenging. Based on research showing that longer breaks tend to be less effective than shorter ones, this paper takes this principle to the next level: how effective would a break consisting of a single ad be? The results are discussed, noting which ads work best in a solus environment and which don't, and key elements which contribute to advertising effectiveness in a solus ad break are identified.

“We'll be right back. Honest”: how “Seriously Short Breaks” keep viewers around to watch the ads

Brian Rock and Virginia BealNetwork Ten, Australia


I doubt whether anyone will be surprised to learn that advertising isn't particularly popular with most people. For example, in Australia 44% of all respondents 14+ years agree that “nearly all TV advertising annoys me”. TV advertising isn't alone: 41% of these respondents “find most radio ads annoying”, 42% find “direct mail in the letterbox annoying”, 39% say that they “don't read the ads in newspapers and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands