Emily Fredrix, advertising reporter for The Associated Press has a great story today on the growing popularity of 15-second TV commercials, providing a detailed breakdown of the latest creative and financial trends in advertising.
TV commercials are shrinking along with attention spans and advertising budgets. The 15-second ad is increasingly common, gradually supplanting the 30-second spot just as it knocked off the full-minute pitch decades ago.
The number of 15-second television commercials has jumped more than 70 percent in five years to nearly 5.5 million last year, according to Nielsen. They made up 34 percent of all national ads on the air last year, up from 29 percent in 2005.
She has numerous case studies in the article of famous and not-so-famous campaigns as well as a diverse and thoughtful spread of expert sources from business and academia.
The article defies excerpting because the case studies weave together to make broader points, so I recommend you read the whole thing.