PT  - JOURNAL ARTICLE
AU  - Henry G. Wolf VII
AU  - Paul Donato
TI  - Six-Second Advertisements On Television
AID  - 10.2501/JAR-2019-012
DP  - 2019 Apr 12
TA  - Journal of Advertising Research
PG  - JAR-2019-012
4099  - http://www.journalofadvertisingresearch.com/content/early/2019/04/10/JAR-2019-012.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2019/04/10/JAR-2019-012.full
AB  - Six-second advertisements are used widely in digital video but only recently have appeared on television. As linear (scheduled programming) television and digital video started to converge through platforms such as over-the-top (i.e., delivered through the Internet), it was not surprising that linear television networks began running six-second advertisements in 2017. The current study evaluated the effectiveness of more than 3,000 of these shorter six-second advertisements (“sixes”) against 15-second (“15s”) and 30-second (“30s”) advertisements. The authors found that sixes were used in better pod positions and dayparts, which positively contributed to their performance.