It’s time to challenge TVC duration lengths in Australia
With TV audiences dropping off massively during ad breaks, PHD’s Lucy Formosa Morgan argues the case for reduced TVC durations and shorter breaks.
Since YouTube launched six-second bumper ads some 18 months ago, more and more digital publishers are now starting to adopt the shorter video format.
The question remains though: should they be limited to just digital? TV networks have always offered 15-second and 30-second durations and multiples thereof, but is that really the best way forward given the changing way we consume media today?
It’s a common assumption that consumers’ attention spans are shrinking (rightly or wrongly), so isn’t it time we re-evaluated TVC durations?
6 seconds isn’t long enough to do jackshit. The whole point of film and the reason why audiences love it is the ability to tell a proper story using dialogue, music, etc.
Just because google are trying to force agencies to shorten video to 6 secs b/c it works for them doesn’t mean it’s the right thing to do.
How about we apply some thinking of our own to the best way to get audience’s attention to our client’s brands rather than regurgitating the latest media buying fad.
Next.
Nail on the head.
It’s no surprise that the myth of the 6 second spot is being driven by platforms with low completion rates.
So, tell us about your own thinking rather than anonymously criticise someone who at least has done some.
6 seconds is plenty for a certain purpose. Stop thinking of it as film minus 24 seconds and start thinking of it as print plus movement and sound. People bemoan the death of print and its simplicity. Well here it is with more creative freedom.
This article is so naively written. Cost, efficiency, heavily audited, CPMs, quarter hour, minute by minute, blah, blah, blah. This is everything that is wrong with many media agencies today. The only thing they talk about and compete on is price.
I agree with the above comment. How about we get back to some thinking and come up with effective solutions?
Naive? You purport to know what Media Agencies are talking about these days but from your comments it seems you’re the naive one.
Lucy is a highly respected media professional with many years in the business and has presented an article as a challenge to the industry. Your sole offering is to attempt to cut her down and agree with someone else’s views (without contributing any intelligence to the conversation)
Well Done.
Pot, kettle, black?
Well done.
I was responding to the comment, not the article.
Seems you didn’t understand that Mr Anonymous…
I was responding to your attempt to cut me down, not the article.
Seems you didn’t understand that Mr Smith…
….Mr Andersssooonnnn….
There was an Ehrenberg Bass study that showed 6 second video ads had about 60% of the impact a 30 second ad in digital environments. I wouldn’t say this validates your argument though. On digital channels people are more focused and so absorb information faster. I’d say, with less attention and a slower rate of taking it all in, those extra 24 seconds mean a hell of a lot more on TV than on digital.
Most people lived through and still are experiencing in some cases digital transformation. What will need to happen is something similar for the broadcast world which will mean enhanced workflows, new standards and digital driven initiatives in time.
Right now how many 6 second ads can you fit in a TV ad break?
“Minutage”? Gawd….
Viewers believe the advert breaks are far too long I would have thought 10-20% audience drop off was conservative. currently, the ad breaks are so long they encourage channel switching, with such predictable formats, you can actually watch two shows on different stations with relative ease.
Lucy has some valid points.
There is definitely a place for 6 second ads on telly. The creative has to do the job however.
Of course tv networks would have to charge a premium to make up for loss of commercial airtime. But if the client is listening to the auditors instead of their media agency’s recommendation then we’re not going to get very far.
Viewers believe the advert breaks are far too long. I would have thought 10-20% audience drop off was conservative. Currently, the ad breaks are so long they encourage channel switching, with such predictable formats, you can actually watch two shows on different stations with relative ease.
David Hague
‘minutage’
NOUN
The amount of time for which a commercial television company is permitted to broadcast advertisements.
There you go, you’ve learnt something today