ABC's Rick Mandler says the reasons are all over the place for why so many advertisers run :30 pre-rolls on a long-version show.
1. We didn't have time. 2. The TV guys made the deal and they
didn't have digital resources. 3. It's so hard to get client approval. This was easier.
The bigger answer, however, may be that some agencies still don't have the capability to build one, he
says.