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The power of the 30” and 60” spots
30”and 60” spots are at the heart of TV advertising.
The 30” Spot advert is exactly that - an advert which lasts for 30 seconds, booked at a certain spot in the TV ad break schedule.
The 60” Spot advert can communicate more information. It may also offer increased standout during a break because its length will mean there are fewer other adverts competing for attention.
These spots can be specified so that an ad can appear before, during or after a programme. The type of viewer with the profile most likely to purchase a product can be targeted. Each of the programme companies charge different rates, or prices, for spot time. These rates will be linked to the number of viewers the programme is likely to attract.
Short and sweet
Spots can of course vary in length and 10”, 20” and 40” spots are available.
There are many examples of brands deploying a series of highly impactful short spots to build awareness and deliver cut through. Many advertisers also use short form to plug into the effects achieved by showing longer ads.
Sometimes 60” is just not enough time to tell your brand’s story.
In recent years we’ve seen a growing trend for epic ads of high quality and in long form. From 90” to a few minutes, advertisers are launching campaigns with TV ads that are extended executions or mini-films.
Often these long form ads are premiered to launch a campaign and then supported by shorter ad formats on TV and new media platforms such as YouTube, Facebook or a brand’s own website to distribute online.
We’ve seen some wonderful examples of this from Honda’s Cog to Sony Bravia’s Balls to the recent Christmas campaign from Sainsbury’s, Christmas is for sharing.