Spot Length and Retention

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Spot Length and Retentions

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Spot Length and Retention

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