Why TV spot length matters
Charles Young
For decades TV advertisers have debated the pros and cons of different commercial lengths. This has been a debate fuelled mostly by rapidly rising media costs.
TV-SPOT EVOLUTION
In the 1950s, the standard TV spot was 60 seconds in length. Then media inflation hit and the 60-second spot was forced to contract. The 1970s saw the eventual dominance of 30-second TV ads. Quickly following its 30-second parent, we saw the birth of the 15-second spot. Even shorter films continue to emerge, as today's media mix supports anything a creative mind can imagine.
As...