- Ads longer than 30 seconds are intended to attract attention by giving more time to tell stories that would appeal to target audience.
- Those shorter than 30 seconds are meant to have surprise value: they are usually over before ad-haters can skip past them.
- The shorter ads cost less, advertisers can either save money or "increase the frequency of the spots with the same budget" that would have been spent on 30-second ads.
- When television began as an advertising medium, the standard commercial length was 60 seconds.
Commercials Shrink to Fit Attention Span
- With the invention of commercial-skipping digital video recorders (DVRs) and web enabled cell phones and laptops that instantly can stream live video, it's no surprise viewers have turned their attention away from traditional commercial advertising.
- advertising budgets shrink and society's attention span becomes smaller.
- 15 second ad is more common today than a 30 or 60 second spot was a few decades ago.
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