Yes … Ads Are Getting Shorter

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Your eyes are not deceiving you. Television ads are getting shorter in length, and that’s just been verified by a new trend report that analyzes TV ad trends from MediaRadar.


The study examined hundreds of brands purchasing national TV ads from Q1 2017 to Q1 2018.

With its analysis, MediaRadar found the following:

  • The number of national TV ads 15 seconds or less has grown 16% over the past year.
  • The amount of 5 and 6-second national TV ad purchases increased more than 10 times year over year.
  • The average national TV ad is 5% shorter in 2018 than in 2017.

The report shows that brands who are purchasing on TV are increasingly more attracted to shorter ad slots.

“Brands are still finding value in linear TV,” said MediaRadar CEO Todd Krizelman. “It’s a brand-safe, fraud-free channel that’s continuing to attract millions, even as digital video and OTT adoption surges. That being said, advertisers are changing the way they buy and launch campaigns. In the Snapchat era, attention spans have shortened. Linear TV buying is also reflecting shorter spot lengths.”


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