TV commercials shrink to match attention spans

By: Associated Press
By: Associated Press

Wednesday, October 27, 2010

NEW YORK (AP) -- And now, a word from our sponsors. A very brief word.

TV commercials are shrinking along with attention spans and advertising budgets. The 15-second ad is increasingly common, gradually supplanting the 30-second spot just as it knocked off the full-minute pitch decades ago.

For viewers, it means more commercials in a more rapid-fire format. For advertisers, shorter commercials are a way to save some money, and research shows they hold on to more eyeballs than the longer format.

The number of 15-second television commercials has jumped more than 70 percent in five years to nearly 5.5 million last year, according to Nielsen. They made up 34 percent of all national ads on the air last year, up from 29 percent in 2005.

(Copyright 2010 by The Associated Press. All Rights Reserved.)


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