Are 60-second ads twice as effective as 30-second ads?

This paper asks whether the recent trend among advertisers towards favouring shorter television commercials is a sensible one, or if longer advertisements do in fact yield better product recall.

Are 60-Sec ads twice as effective as 30-Sec Ads?

Andrew GreenZenithOptimedia

There has been a clear trend over the past 40 years to running shorter-length TV commercials.

In 1965, 77% of all US network TV commercials lasted 60 seconds, a share which dropped...