Consumers Prefer Longer, Not Short-Form Ads
In this case, “longer” means traditional 30- and 15-second ads.
At a time when the ad industry is embracing ever shorter forms of advertising for both TV and digital media, consumers say they actually prefer longer-form ad messages. A survey of U.S. adults conducted this week by Research Intelligencer and Pollfish finds most believe TV’s standard-length commercials — :30s and :15s — are the ideal length, not the six-second and shorter units being tested and researched by the advertising and media industry.
For television, 46.5% of respondents cited 30-second and 26.5% cited 15-second commercials as the optimum length to engage with advertising.