Comparative Effectiveness of 30- versus 60-Second Radio Commercials on Recall and Rate

Can less really be more? This study is designed to provide the radio and advertising industries with an objective, theoretical foundation to what is being called “Less Is More.” Specifically, this study compares the effectiveness of 30-second and 60-second radio commercials on unaided recall. The results indicate that the brand recall as well as the message and proven recall of advertising from 60-second commercials are significantly greater than from 30-second commercials. The results also indicate that the first or second commercial in the commercial set will be better recalled. Based on these results, this study suggests a possible pricing model for 30-second commercials and a premium for first or second in-pod placement. This study was sponsored by the National Association of Broadcasters 2005 Grants for Research in Broadcasting Program.