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State of the Screens

T-Mobile says its 6-second World Series ads were a home run

By February 15, 2018No Comments

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.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.