RT Journal Article SR Electronic T1 Six-Second Advertisements On Television JF Journal of Advertising Research JO J Advert Res FD WARC SP 196 OP 207 DO 10.2501/JAR-2019-012 VO 59 IS 2 A1 Henry G. Wolf VII A1 Paul Donato YR 2019 UL http://www.journalofadvertisingresearch.com/content/59/2/196.abstract 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.