Abstract The Media Rating Council recommends weighting advertising exposure by viewing
time. Prior research shows viewing time has diminishing returns, implying that effectiveness …

Although half the length of a 30-second ad, the media cost of a 15-second advertisement is
between 60 to 80 percent that of a 30-second advertisement. Is this price premium …

There are competing explanations for why longer advertisements are remembered better,
such as more time to memorize, add branding and claims, tell stories, and get attention, with …

thinkwithgoogle. com 2 he standard TV ad in the" Mad Men" era was 60 seconds long. But to
bring more advertisers to the platform, networks first offered 30-second ads, and then 15 …

Purpose The purpose of this study is to investigate online viewers' preferences concerning
the number and duration of video advertisements to watch during commercial breaks. The …

Ten seconds of TV sponsoring works almost equally as well as 30‐second spots across all
measures and brands. While the outright performance differs by type of brand (ie high fit …

This study aims to deepen the understanding of evaluating TV ad spots by their immediate
effects on important online activities. The authors merged minute-by-minute brand search …

Display advertisements are typically sold by the impression, where one impression is simply
one download of an ad. Previous work has shown that the longer an ad is in view, the more …

All subjects on the advertising market want commercials to be effective. However, there are
many definitions of advertising effectiveness and various ways of measuring it. Reach (or …

Media forecasts based on annual growth rates suggest that the dominance of television
advertising will soon yield to digital advertising (Peterson 2014). During 2015, for example …