Effectiveness of Brand‐related 15‐second Commercials

Abstract

While 15‐second commercials appeared to have peaked at 40 percent in terms of network usage in the US, it appears that the commercial format is here to stay. A recent development has been the use of “book‐end” configurations of such commercials, where the 15‐second commercials are separated by other advertising. Looks at a variation of this approach where self‐contained but related 15‐second commercials are used in a single one‐minute pod. Results show that pod configuration matters in terms of copy point recall for the 15‐second commercial. In short, pod configuration matters when using 15‐second related and unrelated commercials in conjunction with other longer commercials.

Citation

Ward, S., Oliva, T.A. and Reibstein, D.J. (1994), "Effectiveness of Brand‐related 15‐second Commercials", Journal of Consumer Marketing, Vol. 11 No. 2, pp. 38-44. https://doi.org/10.1108/07363769410058911