Comparative Effectiveness of 30- versus 60-Second Radio Commercials on Recall and Rate

doi:10.1080/10955040701583262

Paper

Comparative Effectiveness of 30- versus 60-Second Radio Commercials on Recall and Rate

Published Nov 1, 2007 · David Allan

Journal of Radio Studies

UNKNOWN SJR score

12

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0

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Abstract

Can less really be more? This study is designed to provide the radio and advertising industries with an objective, theoretical foundation to what is being called “Less Is More.” Specifically, this study compares the effectiveness of 30-second and 60-second radio commercials on unaided recall. The results indicate that the brand recall as well as the message and proven recall of advertising from 60-second commercials are significantly greater than from 30-second commercials. The results also indicate that the first or second commercial in the commercial set will be better recalled. Based on these results, this study suggests a possible pricing model for 30-second commercials and a premium for first or second in-pod placement. This study was sponsored by the National Association of Broadcasters 2005 Grants for Research in Broadcasting Program.

Non-RCT

Study Snapshot

60-second radio commercials have significantly greater brand recall, message recall, and proven recall than 30-second commercials, with the first or second commercial in a set being better recalled.

PopulationOlder adults (50-71 years)

Sample size24

MethodsObservational

OutcomesBody Mass Index projections

ResultsSocial networks mitigate obesity in older groups.

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Comparative Effectiveness of 30- versus 60-Second Radio Commercials on Recall and Rate

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References

Citations

Avoiding pre-roll ads: Predictors of online video consumption

Negative experiences, perceived goal obstacles, ad length, ad clutter, and the presence of others influence online video advertising avoidance.

Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements

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Radio advertising: Blip commercials

Radio blip ads, which consist of a 2-second commercial followed by a 60-second commercial, are significantly more effective than either alone in generating brand recall.

More is More: 60 Plus 10 Equals Better Recall

Adding a 10-second commercial to a 60-second commercial significantly increases the recall of an unfamiliar brand, but not of a familiar brand.

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Increasing the number of ad units in radio commercial breaks while maintaining the overall duration leads to cognitive disengagement, increased duration estimates, and more negative attitudes compared to fewer units.

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