GSTV says 15-second spots perform better than 30-second ones

Published on: 2015-02-05

According to this article at MediaWeek:

Gas Station TV is hitting the road with a new study to encourage advertisers to switch from 30-second spots, a standard TV unit, to shorter lengths. Conducted by Nielsen for GSTV, the study’s results, to be released today, June 30, showed ad recall for 15-second ads, and even 10-second spots, were more effective.

For example, a 15-second ad for Werther’s candy was 7 percent more effective than its 30-second counterpart, according to the study—return on investment for the 15-second ad was 108 percent greater. A 10-second ad for Kellogg’s Pop Tarts had 2 percent higher recall and generated 156 percent greater ROI.

Our take:

It's amazing what a little math can do.  While there are so many people sitting on the sidelines bemoaning the fact that it can be hard to correlate sales data with impressions from a digital signage network, GSTV and Nielsen have rolled up their sleeves and gotten to work actually doing it.  And lo and behold, there are real, clear conclusions that also promote a course of action for those who a) believe the research and b) can be bothered to change their spots.  One would imagine that firms would be interested in doing that if the results are as dramatic as GSTV and Nielsen make them out to be.  But we've seen advertisers do some pretty strange things before.

On a related note, MediaBuyerPlanner writes that:

A study commissioned by Gas Station TV and conducted by Nielsen found that over 90 percent of consumers watched or listened to GSTV while filling their tanks, and that 70 percent recalled one or more ads.

This was the same study that yielded the data about the 15- and 30-second spots.

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