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What Short Commercials Can and Can’t Deliver

  • Duane Varan (MediaScience) and Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman (all at Ehrenberg-Bass Institute)
  • JOURNAL OF ADVERTISING RESEARCH

Short ads of six to seven seconds or less on television can provide an efficient option compared with longer, more expensive commercials. But there are limits to what they can deliver, particularly in a cluttered environment. This study offers guidance on how, when and where to use short ads.

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