The effects of length, content, and repetition on television commercial effectiveness

Abstract

Many advertisers have argued that 15-second television commercials should be used only to reinforce effects created by longer commercials. However, this recommendation is based on studies that have several weaknesses, including use of single exposure levels, established commercials, and learning as the primary dependent variable. Reported are the findings of a laboratory experiment which compares the effectiveness of 15-second television commercials and 30-second television commercials by using novel commercials with different message appeals (informational vs. emotional), exposing subjects multiple times, and employing multiple dependent variables. Results indicate that informational 15-second commercials are as effective as informational 30-second commercials in several situations and can be used as standalone units. It is also shown that emotional 30-second commercials are superior to emotional 15-second commercials in influencing a viewer's learning of brand name and attitude. The reasons for and the implications of these findings are considered.