Reduced Ad-tention Spans

By October 27, 2010 Ads No Comments

The 15-second ad is replacing more and more 30-second ads in response to reduced attention spans among viewers.

Fewer seconds equal more commercials in one break (and less time to get your message across), but research has shown people pay more attention to shorter ads. Popularity of the 15-second spot is on the rise – up 70 percent over the past 5 years to 5.5 million last year, (according to Nielsen).

Rising, even considering the difference in audience drop-off between a 30-second spot and a 15-second spot is only 1 percent, according to Jeff Boehme, chief research officer for Kantar Media.

On average, about 5 percent of an audience viewing a 15-second commercial will give up on it. The number jumps to about 6 percent for 30 seconds and 6.5 percent for 60 seconds

Procter & Gamble, the largest advertiser, doubled its number of 15-second spots from 2008 to over 299,000 last year. Walmart, the largest retailer, increased 15-second spots 30-fold over the last 5 years, up to 148,000 last year.

With so much research suggesting consumers have decreasing attention spans, I’m still curious why TVNewsCheck decided to write about it in a fairly long article.

Read it if you have the time.