A new analysis of how much attention viewers pay to commercials came up with the not especially surprising conclusion that shorter commercials do better than longer ones.
“An iSpot.tv analysis of 37,854 TV commercials across 4.7 million TV ad airings, found that from the end of 2017 to early 2018, 10-second commercials earn an “attention” score of 91.0 to 91.5,” MediaPost reports. “By comparison, 30-second spots earned a 90.0 score.”
The report notes that the difference widens with 60-second commercials, which delivered a number of 88.0 to 88.5.
“In addition, iSpot.tv’s research said that shorter 10-second to 15-second spots grabbed the best ‘attention’ numbers when short-duration TV commercials were placed in the second position — or second to last — in a pod of commercials,” MediaPost reports, adding: “Longtime research showed that positives result from running 30-second commercials in the ‘A’ or first position in a commercial pod.”