Death of the 30: Longer commercials coming to the small screen
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Plan to hold down fastforward on your TiVo a few seconds longer: commercials are being supersized. For some marketers, 30 seconds is no longer enough for white people to smile, say some ad copy over a jingle and flash a logo. Under Armour Performance Apparel believes its products “needs [90 seconds] to build momentum and tell a story that would never fit into a traditional spot.”
Indeed, the story of a football team rallying in the locker room could never find its way into a half-minute ad. Oh, but wait: “The long spot is supported by other 30-second commercials.” So which is it?
Jossip
