T-Mobile reports that the 6-second ads that ran during the World Series were twice as potent in recall and likability as the brand’s standard ads in prime-time.
YouTube also ran 6-second ads during the series.
These shorter ads are intended to fight our ever decreasing attention spans.
More. Few Viewers Are Giving the TV Set Their Undivided Attention
eMarketer estimates that 178m U.S. adults will use a digital device while watching TV.
More. Pre-Mature Decoration: Brands Deck the Halls, But Are Viewers Paying Attention?
TV[R]ev used second-by-second data captured through smart TVs to track when consumers tuned out of specific advertisements.
Tale of two ads:
1) Gap — ‘To Perfect Harmony’ Featuring Janelle Monáe (Attention Index: 49)
2) Dish Network — ‘The Spokeslistener: Mister Snowman’ (Attention Index: 155)
Translation? Ad #1 was 3 times more likely to get interrupted as #2.
Interruptions include:
1) Changing the channel
2) Pulling up the guide
3) Fast-forwarding or turning off the TV
Prediction. This type of measurement will completely change how we produce/test/choose creative. The largest brands in the world are starting to understand how little of their ads the consumer is actually watching and that is why so many are interested in 6-second ads.
