MANAGEMENT SLANT
- With visual attention as a proportion of advertisement length, six-second advertisements are effective because of better positioning but also because it is easier to view a greater proportion of the advertisement when it is only six seconds long.
- Given the number of seconds participants viewed the advertisement, 15s and 30s scored higher because there were simply more seconds in which to view them.
- Roughly 69 percent of all commercials receive no visual attention; 27 percent air in an empty room.
- The factors that increased visual attention to 15s and 30s were similar...