One of the 1 mil $ questions in TV advertising has always been about the right length of the commercial. The media planners were never in favor of the long versions (not always for the correct reasons), while the account handlers usually advocated in favor.
A new study published by ADMAP magazine in March 2018, looked into research results comparing 30 sec TVCs and 15 sec. Using rational and emotional drivers of brand choice, the verdict goes definitely in favor of the 15 sec commercials, tracing marginal effectiveness difference. But markets have their own inertias. Take for example TV advertising for mobile telephony in Greece. A series of parameters, with major one the revenues decrease, led to a drastic cut of advertising between 2016 and 2017.
- 2013, revenues 2.07 Bil Eu
- 2014, revenues 1.94 Bil Eu
- 2015 revenues 1.86 Bil Eu
- 2016 revenues 1.84 Bil Eu So, operators cut in half their investments, but they did not even experiment with cutting down the duration of their TVCs.
The article in ADMAP includes detailed data and tables, so it is a recommended read for marketers. After all, objectives differ per advertiser and marketers need to look into the details.