How effective are 7-second TV ads? (Beyond :30 Report)

  • Beyond :30 Study 68
  • Steven Bellman, Brooke Wooley, Duane Varan

Abstract

Key Question: What is the relative effectiveness of 7-second and 15-second ads?

Key Findings

  • Consumers are used to seeing short video ads online.
  • Short 6-second ads are being used on TV.
  • This study compared the effects of 15-second ads with ads half their length (7-seconds). 
  • 7-second ads were just as effective as 15-second ads on memory, ad liking and biometrics.
  • 7-second ads are alternatives to 15-second ads as reminders of previous longer exposures.

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