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Do shorter TV ads require more exposure?

  
 

 

  
 
Spot length and advertising impact
Choice of commercial length is as much about creativity and message as it is about cost-efficiency. There is no conclusive research on the optimum spot length.
But...
 
     
TV Spot Lenght vs Recall
     
 
Back to questions  
1
     
 
 
         
         
    Short spots under 15” require c. 12% more exposures than spots between 16 and 29”    
         
         
 
 
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