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 54
OP 70
DO 10.2501/JAR-2019-036
VO 60
IS 1
A1 Duane Varan
A1 Magda Nenycz-Thiel
A1 Rachel Kennedy
A1 Steven Bellman
YR 2020
UL http://www.journalofadvertisingresearch.com/content/60/1/54.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.