Unit Length Mix - Essay Example

Furthermore, more and more studies were conducted to find out the effectiveness of the :15s in comparison to the :30s. This situation resulted from the rumors in 1983 as an effect of the Burke Research report that said 15-seconder commercials are 91% as effective as the 30-seconder ads. (Pre-Testing Co., 2004) Industries are continuously considering the use of :15s for introducing new products. According to the ARS Group's integrated database, 18% of the top 50 new product ads of 2000 were :15s, and had risen to 24% in 2001.

(Better Practices in Advertising, 2002) And recently, according to the Media IQ evaluation, :15s now account for more than 36% of all commercial inventory sold by the broadcast networks for which the range increases to nearly two-thirds of all units sold in some dayparts - particularly the daytime. (Bergantini-Grillo, 2005) However, 15-seconder advertisements are not yet the shortest of commercials aired over the television. Ten-seconder, as well as 5-seconder ads are at the same time attracting the attention of the advertisers and the industries, such that of the General Motors Corporation's Cadillac.

But along with these changes in the pod length, pod position is also considered as it is found significant in attaining the goals of the advertisers - an increase in the product recall and especially an increase in the product sales. (Steinberg, 2005) Automotive indus. are becoming more involved in developing the most effective advertising techniques in increasing recall and revenue such that the products they sell are not as easily purchased as other products. Moreover, other industries follow suit which includes even the fast foods and restaurants, retail and wireless that were as well attracted to considering shorter pod length and the use of cable televisions as advertising medium in order to reach more of its target audience.

(Bergantini-Grillo, 2005) Studies showed that there is an expected 60% of televiewers fast-forward commercials with DVRs. (Haugsted, 2005) Resulting from this technological shift among the viewers and attitudes toward pre-recorded programs, advertisers are becoming more interested in producing and sponsoring mini-movies and cable programs. (Stanley, 2004; Bergantini-Grillo, 2005 & "Media Firm")The rising prices for the traditional 30-second ads led companies in looking for other alternatives in producing equally effective TV commercials as the :30s.

(Friedman, 2005) Thus, researches and studies are conducted concerning the effectiveness of pods - its length and its proper positioning. Results showed that the effectiveness of advertisements decreases as the number of commercials in the break increases. (Pre-Testing Co., Inc., 2004) The recent result of the CAB/Nielsen study that showed a recall of :15s having half that of :30s, with the same difference in price had set industries into an inclination in shorter ads considering the big difference in its expenditures in producing and airing of the commercial.

(Ephron, n.d.)Moreover, as this trend continues to develop, ten-second commercials has become more attractive for the advertising agencies. But the hope is for a more long-lasting business. The current