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NEW YORK Gas Station TV is hitting the road with a new study to encourage advertisers to switch from 30-second spots, a standard TV unit, to shorter lengths. Conducted by Nielsen for GSTV, the study’s results, to be released today, showed recall for 15-second commercials, and even 10-second spots, was superior.
For example, a 15-second ad for Werther’s candy was 7 percent more effective than its 30-second counterpart, according to the study. Return on investment for the 15-second ad was 108 percent greater.
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