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T-Mobile finds success with six-second ads (TMUS)
BI Intelligence
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T-Mobile’s six-second ads during the 2017 World Series were twice as effective in generating recall and likability than the company’s standard ads in prime-time general entertainment programming, according to Ace Metrix, per Ad Age.
The mix of T-Mobile’s 6-,15-, and 30- second ads during the World Series resulted in the company’s most successful campaign of the year.
T-Mobile’s ad campaign on Fox is the latest example of brands and TV networks trending toward shorter ad formats:
A growing number of companies are running six-second ads. Personal finance company SoFi has purchased six-second ad spots for a Viking-Lions NFL game on Thursday, while Discover will run its first six-second ad during an Ohio State-Michigan college football game in November. Additionally, big brands Duracell and Mars signedup to run six-second ads during Fox’s Teen Choice Awards in August of this year.
TV networks are shifting towards shorter ads. Thirty-six percent of US TV commercials were 15 seconds long, and 49% were 30 seconds long, in the first half of 2017, according to Nielsen, per Axios. This is a shift from the 34% and 51% of commercials that were 15- and 30-seconds long in 2016.
There are a couple factors that are influencing the growth of six-second ads on linear TV:
Prominent digital platforms like Facebook, YouTube, and Snapchat have long championed shorter ads. These digital platforms have pushed for shorter ads as consumers can easily turn to digital platforms like Netflix, for ad-free viewing experiences. Additionally, consumers indicate a preference for shorter ads — nearly 45% of respondents to a BI Intelligence survey said shorter ads, 10 seconds or less, would make them alert to its message.
Six-second ads can increase the chances of brands having their ads seen. Longer commercial breaks give consumers a window of opportunity to turn away to view other content. Facebook, for example, found that during the premiere of a popular TV show, viewers' usage of the platform increased during every commercial break. Six-second ads, on the other hand, can help brands communicate their message before a consumer turns away.
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