The Hindu Business Line : Average TV ad duration falls 2 pc

If your communication on television is quick short, simple and quick it would definitely do well or in other words, anything that is fast and saves time, sells.

AdEx India, a division of TAM Media Research, in its recent study, "How effective is an ad, when squeezed into an already cluttered time band?" says in 2005, 30-second ads with a share of 27 per cent were the top preference of advertisers.

The total average TV ad duration in 2005, according to the study, is 22.5 seconds, which is a dip by two per cent compared to 2004. On the other hand, terrestrial channels such as Doordarshan, had the longest duration of ads with an average of 28 seconds. The news channels had the shortest average duration of 18.9 seconds, while movie channels scored an average duration of 21.6 seconds.

The top advertising category in 2005 which had the shortest duration of ads were washing powders and liquids, with an average duration of 19.2 seconds, followed by toilet soaps which had an average duration of 20.7 seconds.

The category, which used the longest ads, was reportedly the two-wheeler segment, which aired ads of approximately 29.7 seconds duration.

Similarly, the time band, which aired most of the short duration commercials, was 6 p.m. to 10 p.m., with an average of 21.3 seconds. The longest ad durations were during the 2 pm to 6 pm time band.

More Stories on : Advertising | Radio/TV | Marketing Research

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