PT  - JOURNAL ARTICLE
AU  - Kate Newstead
AU  - Jenni Romaniuk
TI  - Cost Per Second
AID  - 10.2501/S0021849910091191
DP  - 2010 Mar 01
TA  - Journal of Advertising Research
PG  - 68--76
VI  - 50
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/50/1/68.short
4100  - http://www.journalofadvertisingresearch.com/content/50/1/68.full
SO  - J Advert Res2010 Mar 01; 50
AB  - Although half the length of a 30-second ad, the media cost of a 15-second advertisement is between 60 to 80 percent that of a 30-second advertisement. Is this price premium warranted on the basis of relative effectiveness? We find that recall and likeability scores for 15-second advertisements are approximately 80 percent that of 30-second advertisements. However, the performance of 15- and 30-second advertisements was equal for correct brand identification. The better branding execution of 15-second advertisements appears to compensate for their length disadvantage. This difference in branding execution is consistent across advertisements sourced from Australia, the United States, and the United Kingdom. These findings will aid marketers to commission effective advertising and provide useful benchmarks for negotiating deals for media purchasing.