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Spot Length and Retention
 

Spot Length and Retention

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Spot Length and Retentions

Spot Length and Retentions

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    Spot Length and Retention Spot Length and Retention Presentation Transcript

    • Creative Spot Lengths & Retention Television Advertising Impact of :10s,:15s, and :30s Spot Lengths February, 2009 Jeffrey Louis, Sr. Planner
    • Television Advertising Overview
      • Television shows are measured by rating points.
        • A rating point is an indicator of how well a show performs:
          • In a given time period
          • To a specific audience
          • In a given DMA (market)
        • A rating point is the percentage of people watching a specific program in relation to the total number of people watching TV during that program’s time period
    • Television Advertising Overview
      • Ratings are determined by Share and PUT
        • Share = percentage of people tuned to a specific station as a percentage of the total People Using Television
        • PUT (People Using Television) = percent of the target audience viewing TV in the DMA as a percent of the total target audience in the DMA
        • Share x PUT = Rating
      • Example: Grey’s Anatomy runs Thursday night from 8p-9p
        • The total W25-54 PUT for this period is 50%
        • The share of W25-54 for Grey’s Anatomy is 30.7%
        • The rating is: .307 x .50 x 100, or 15.5 rating points for Women, 25-54
    • Television Advertising Overview
      • Ratings points are indicators of a show’s performance. In the Grey’s Anatomy example, 15.5 by itself does not indicate how well the program performs unless compared to other programs airing at the same time.
      • Example:
      • As we can see from above, Grey’s Anatomy is the number one show during the time period
    • Ratings Points
      • Ratings help determine Gross Rating Points, or Target Ratings Points (GRPs or TRPs)
      • One GRP is defined as 1% of the total target audience universe available in the DMA/market
        • Example: Madison has 196,000 Women 25-54 so the Grey’s Anatomy example reaches 30,380 Women 25-54 for each commercial aired
      • GRPs for a TV schedule are calculated by multiplying a show’s ratings by the number of times it is purchased
        • If 4 Grey’s Anatomy were purchased, Grey’s would generate 62 GRPs (15.5 rating points x 4 purchased shows)
    • Spot Length
      • There are various lengths of commercials sold, ranging from 5-seconds to several minutes
      • The most common commercial (spot) length is 30 seconds, followed by 15 seconds and 10 seconds
        • 60 Second spots were the standard until the 1970s and are still used for various products
      • Today, the industry standard is the 30 second spot
      • It is important to note that all commercial lengths attain the same level of GRPs if scheduled during the same TV show
        • In the Grey’s Anatomy example, a :10s spot, a :15s spot, and a :30s spot would each be “worth” 15.5 Women 25-54 GRPs despite the spot length
        • However, it is assumed that a commercial length less than :30s would deliver less GRPs
    • Spot Length
      • Theoretically :10s, :15s, and :30s spots are all “equal” in terms of media weight (GRPs)
      • However, there have been various studies done on the effectiveness of spot length and message retention
      • There are pros and cons to each commercial length
        • Cost
        • Message complexity
        • Product features
        • Viewer attention span
    • Messaging
      • For messaging purposes, new products, longer stories or more complicated messages are best served by longer spot lengths
        • Messages that make an emotional appeal or have a lot of information take longer to deliver a compelling message
          • Charity commercials with a call to action are emotional
          • Pharmaceutical commercials are informational
        • Spot length can be decreased over time during the same campaign
          • Cancer Treatment Centers started with :60s spots, adding :30s as their brand became established
      • For well-known advertisers or uncomplicated/compelling messages, it is often not necessary to use longer spots
        • Partnership for a Drug-Free America
          • “ This is your brain, this is your brain on drugs. Any Questions?”
    • Pros and Cons—:30s TV Commercials
      • Pros
        • More time to tell a complete brand story
        • Better for brand building campaigns
        • Good for humorous campaigns
        • 75-80% the recall of 60-second spots (TV Dimensions 2008) 
        • Less expensive than 60s
        • Spots that use entertaining elements of humor, cuteness and children earn higher recall
      • Cons
        • Format may be longer than needed for campaigns that have simple messages and limited budgets
        • More expensive than shorter lengths
      Television Bureau of Advertising
    • Pros and Cons—:15s TV Commercials
      • Pros
        • Roughly 80% as effective in generating attention as a 30-second ad (Admap Sept 2008)
        • Can be 75% as effective in terms of recall (Admap Sept 2008)
        • Good for easy-to-explain messages and campaigns
        • Suited to modern attention spans
        • Great for products that already have high brand awareness
        • Good for quick product demonstrations
        • Can air with more frequency
      • Cons
        • Not all brand stories can be told in 15 seconds
        • Not always half the cost of a :30s commercial
      Television Bureau of Advertising
    • Pros and Cons—:10s TV Commercials
      • There are two types of :10 spots:
        • “Natural” :10 spots and pre-emptible :10 spots
          • Natural :10 spots occurs in prime, 5p news, 6p news, and late news (this will depend on the station) –not pre-emptable by a longer length commercial
          • All other :10 spots can be preempted
      • Pros
        • Deliver messages before audiences can avoid them
        • Long enough to make a brand impression
        • A good way to support campaigns already airing longer spots
        • Can run high frequency across multiple stations and networks
        • Budget friendly
      • Cons
        • Do not allow complex messaging
        • Call to action must be quick and concise
      Television Bureau of Advertising
    • Other Lengths
      • To help advertisers stand out, stations and advertisers are resorting to non-standard creative lengths to aid in message delivery
      • In many markets, spot lengths of :5s, :20s, :40s, :45s, :90s and :120s can be purchased
        • Cadillac ran :5s spots to show how fast their new DTS could go from 0-60mph
        • Puma created three :15s spots that featured different athletes in diverse sports that could run as one :45s spot, three :15s spots, or 6 variations of a :30s spot (1/2, 1/3, 2/1. 2/3, 3/1, 3/2)
      New York Times, 04/08/2005 "TV Commercials Adjust to a Shorter Attention Span "
    • Thank You! Jeffrey Louis 312.432.8742 [email_address]