Interesting numbers from a recent ad recall study run by Pandora.
Brands involved included:
Ad recall by audio ad length:
1) 30-second: +25%
2) 10-second: +12%
A lot of this depends on how the shorter ads are priced. For example, would a network like Pandora charge 1/3 of the price for a 10-second ad as they do for a 30-second?
If yes, then the above study shows 48% of the ad recall impact for 33% of the cost.