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A Matter of Time: research charts

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What’s the impact of time length in TV advertising?  Do you need a mix of short and long ads?  Can you tell a story in less than 10 seconds?

These are some of the most common questions about TV advertising – and for good reason. 

We’ve long known the power of story-telling in advertising.  The ability to connect emotionally with viewers is one of the fundamental drivers of TV’s effectiveness for brands.

But as video has become ubiquitous across platforms, we need to broaden our understanding of AV to understand if conventional copy-length wisdom still applies.

The research agency Work undertook a small-scale study that explored the role of time in TV advertising and importantly, its relationship with storytelling. Given the study’s size, we can’t claim it’s representative of how all ads of varying length work, but we believe it to be a good indication.

Download the key charts from the study here.

 

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