Discussing Commercial Length … at Length
What commercial length is the best for an auto dealership? The media world of today can support ads of multiple durations … but at the end of the day, whatever you choose should be something that leaves a lasting impression upon your audience.
Thus, the answer to the commercial length question is simply, “As long as it takes to achieve the goal you have in mind.” There are a number of factors that come into play, and today’s blog will take a closer look at some of them.
Pros of Short Commercial Length (:15)
When you purchase shorter spots, your budget allows you to buy more of them. This helps increase your frequency.
If you are already an established brand, brief messages can be an affordable way to remind your community of your store (think: brand building).
Pros of Longer Commercial Length (:30)
These are obviously less expensive than 60-second spots, but they still give ample time to get your point across (your offer).
Research shows that a 30-second commercial is nearly 80 percent as effective as 60-second ads in terms of viewer/listener recall.
Pros of Longest Commercial Length (:60)
The additional length allows dealerships the opportunity to really expand on their offers and connect to their audience on an emotional level.
Longer spots are especially good for dealerships who are either new or are attempting to become more established in their communities.
FREE Advertising Review
The opportunities at JKR are endless … and your Account Executive and Media Buyer can help you make the best choice for you based on your needs, wants and budget. If you would like more information on what JKR Automotive Advertising can do for your store, call Eric Tigner today at (321) 397-0777. He will send you a FREE customized Advertising Review (prepared by our Media Buyers) that will give you information on your market you didn’t know. This alone is worth the phone call!
JKR Automotive Advertising: We Move Cars.