RT Journal Article
SR Electronic
T1 The Effects of Commercial Length On Advertising Impact
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2019-036
DO 10.2501/JAR-2019-036
A1 Varan, Duane
A1 Nenycz-Thiel, Magda
A1 Kennedy, Rachel
A1 Bellman, Steven
YR 2019
UL http://www.journalofadvertisingresearch.com/content/early/2019/09/26/JAR-2019-036.abstract
AB There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns. The authors compared seven-, 15-, 30-, and 60-second versions of the same commercials for their brand recall, advertisement liking, and brand attitude, with additional biometric measures. Seven-second advertisements were almost as effective (measured by unaided recall) as 15-second advertisements and 60 percent as effective as 30-second advertisements, a finding that confirms and extends a diminishing-returns explanation for recall and other measures of effectiveness, such as advertisement liking. With six-second commercials appearing on television and online, short advertisements can provide an efficient option if used with the knowledge of what they can and cannot deliver.