Carl Marci, M.D., Chief Neuroscientist, Nielsen Consumer Neuroscience and Beth Rockwood, VP, Portfolio Research and Chief of Staff, Turner Broadcasting System, Inc.
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The media landscape is rapidly changing, but one of the ongoing questions is what is the communications value of short-form ads? Headlines abound with news about cutting down ad length and pods – will this innovative format drive ad growth? Nielsen and Turner tackled this issue and asked what we can learn about 6-second ads. How is this work different from other research on 6s? This study examined how consumers experience short-form ads (i.e., 6s) and ad pods relative to traditional formats (i.e., 15s and 30s ads). Other unique elements are that these were tested in the context of media, including regular programming. This is the first consumer neuroscience study to combine multiple tools with traditional self-report.