Original research conducted by The ARF & TVision Insights. Presented by Paul Donato, ARF Chief Research Officer, and Dan Schiffman, Founder & CEO, TVision Insights, at the ARF AUDIENCExSCIENCE Conference on June 13, 2018.
6 SECOND ADS: WHO, HOW & WHEN TO USE
Short Form Ads:
- 6s commercials comprise only 3% of all ads; 69% of all ads were 15s; 25% were 30s; and 3% were 60s. However, 6s ads comprised 6% of all impressions as they, on average, ran in higher-rated programs.
- Air more often in Premium Positions (first/last in pod, stand-alone) which appears to contribute to their higher attention levels.
- Ran in every daypart, but 36% of airings were in Prime (which is above average). The Prime ads comprised ~50% of all short form ad impressions.
- Generated higher attention across all age cohorts (slightly for 18-34, notably among viewers 35-54).
- Are appreciably stronger in attention among Lighter Viewers.
- Unlike digital, we did not find a difference in attention by age.
- The difference may be due to how older viewers watch television.
- The success of short form on linear television depends on how it is used.
- Pod Position & Structure
- Premium Content/Primetime
- Issues requiring more research:
- How will short forms work when they are more ubiquitous?
- How do short forms measure up on recall and messaging?
- Do they have the same persuasion characteristics as digital short forms?
- How to optimize creative for linear?
- Can we demonstrate ROI and how do they factor in MMM?
Data collected Nov 1, 2017 – April 30, 2018. Also included specific program events that prominently featured 6s ads a few months earlier (e.g., World Series). National advertising from Broadcast and Cable Networks, all dayparts, all episodes.
About 3,300 shorter length ads were aired. The Panel was comprised of 7,000 viewers (including guests) age 2+.
Passive measurement. Proprietary computer vision technology measures who’s in the room, how long their eyes are on the TV screen, and what content they are watching.
Read the full presentation here.