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State of the Screens

TVision Insights: 6 Second Ads: Who, How & When to Use

By July 3, 2018No Comments

Key findings from a recent TVision Insights study.

Share of TV ads by length:
1)
15s — 69%
2)
30s — 25%
3)
60s — 3%
4)
6s — 3%

Attention index per second:
1)
6s — 109
2)
30s — 102
3)
15s — 99

Attention index per second by age for 6s:
1)
35–54–114
2)
55+ — 111
3)
18–34–99
4)
<18–95

Watch: The Drum @ Cannes Lions 2018: six-second ads are the future but only as part of the bigger media mix

More: Gone in Six Seconds — Making Connections Short and Sweet

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.