May Chart of the Month: 30-second TV ads consistently account for half of all impacts

Our latest Chart of the Month shows how the 30-second spot continues to be the most popular time length in UK ad breaks.

The main shift since 2015 has been less use of 40 to 50-second ads on TV. The prevalence of shorter time lengths (20-second, 10-second and under) and 60-second ads has remained stable, while there has been a small increase in the use of 60-second+ ads.

For more insights on time lengths in TV advertising – the pros and cons of different ad lengths, their storytelling ability – you could do worse than go here where we go into the topic in more depth.

For all Chart of the Month’s from the recent months, download the slides from the link above, this includes:

• April: TV advertising is the most trusted medium
• March: Total TV is fundamental for getting ads seen
• January/February: We feel most relaxed when watching TV
• December: TV is the battery that charges other media
• September/October: Twice as many people trust brands advertised on TV than YouTube
• August: ‘Cheap media isn’t cheap if nobody’s watching’
• July: As your business grows, the ROI from a more balanced mix gets better
• June: When TV is on air, digital channel performance is uplifted by 13.7%