Short Ads Are More Effective

Blueprint: “In our latest ad test, Blueprint examined whether longer ads are worth the added cost by adjusting ad impact for length. For example, since a 60-second ad is four times as long and roughly four times as costly as a 15-second spot, shouldn’t it have four times the impact?”

“The answer is a resounding no: the longer an ad runs, the less efficient it becomes at increasing support for Vice President Harris—suggesting that the best ads are short ones, which hit on broad messages instead of detailed policy plans.”