Short-form TV commercials, moved in part by shorter-length digital media messaging and better recall compared to 30-second commercials, are becoming more popular.
A recent survey says five-second and six-second TV commercials are up more than 10 times versus a year ago, according to MediaRadar, an advertising research company.
Looking at the broader picture -- including standard 15-second commercials (as well as shorter-form commercials) -- there is a 16% rise in the number of shorter commercials. MediaRadar says the average length of national TV commercials are 5% shorter this year than a year ago.
The study looked over 6,000 brands purchasing national TV ads from the first quarter 2017 to first quarter 2018.
TV marketers are increasingly pushed to do more with shorter messaging, in part due to the success and growth from digital video platforms using short-form TV video commercials.
An ARF/TVision Insights study of 50 advertiser,s from November 1, 2017 to April 30, 2018, looked at 100,000 unique TV commercial airings, and found 3,300 of those commercials were short-form, six-second TV commercials.
In addition, of those marketers in the survey, 69% of their TV commercials were 15-seconds long; 25% 30-seconds in length; and 3% 60-seconds in duration.
The study revealed short-form six-second commercials captured 8% to 11% more attention per second than 30-second and 15-second commercials.
These results came from a panel of 2,000 TV homes, representing 7,000 persons aged 2+ and using technology measuring respondents eyes fixated on the TV screen.