Do Shorter Commercials Perform Better on TV?

This edition of TV Advertising Insights focuses on the impact ad duration has on the attention of TV audiences. In some cases, it examines and applies digital similarities and practices. The statistical insights are based on a study that examined more than four and a half million commercial airings at the end of 2017 and early 2018.

This report answers several key questions for TV advertisers, including:

• What are the primary factors that impact viewer attention?
• Which TV ad lengths command the greatest audience attention?•Do different circumstances, such as position-in-pod, affect Attention Scores in conjunction with ad lengths?
• How do these insights relate to digital video advertising? What is the significance of that relationship?
• How can these insights be applied to reduce advertising costs and improve campaign results?