Shorter TV commercials just as effective
Short TV commercials lasting 15 seconds are just as effective as the standard, established 30-second format. Researchers say that shorter spots have been greatly underestimated until now.
Shorter TV commercials just as effective
Short TV commercials with a length of 15 seconds are just as effective as the common, established format of 30 seconds. Researchers say that shorter spots have been vastly underestimated. There has been a belief in the industry that shorter spots are less successful, writes Pressetext. However, a recent Australian study has now dispelled this prejudice. As researchers from the Ehrenberg Bass Institute for Marketing Science have discovered, the short 15-second TV spots are basically just as effective as long spots. They are also usually remembered in the same way.
The study participants watched various TV commercials under natural conditions and were then tested for recall, liking and correct brand identification. The shorter commercials scored 80 to 90 percent as successfully as the longer ones in terms of recall and likability. Brand identification even achieved an equivalent result.
According to researcher and study author Kate Newstead, the shorter spots could be used to present a brand even more frequently than with longer advertising placements. However: the study results could theoretically also be due to poor brand management in the longer spots, she warns. In any case, the study shows that advertisers should reconsider the 30-second spot as an absolute must in their campaigns.
Short TV commercials with a length of 15 seconds are just as effective as the common, established format of 30 seconds. Researchers say that shorter spots have been vastly underestimated. There has been a belief in the industry that shorter spots are less successful, writes Pressetext. However, a recent Australian study has now dispelled this prejudice. As researchers from the Ehrenberg Bass Institute for Marketing Science have discovered, the short 15-second TV spots are basically just as effective as long spots. They are also usually remembered in the same way.
The study participants watched various TV commercials under natural conditions and were then tested for recall, liking and correct brand identification. The shorter commercials scored 80 to 90 percent as successfully as the longer ones in terms of recall and likability. Brand identification even achieved an equivalent result.
According to researcher and study author Kate Newstead, the shorter spots could be used to present a brand even more frequently than with longer advertising placements. However: the study results could theoretically also be due to poor brand management in the longer spots, she warns. In any case, the study shows that advertisers should reconsider the 30-second spot as an absolute must in their campaigns.
