Optimal durations for advertising block structures

We at The Cocktail Analysis have collaborated with Atresmedia in conducting a study that has allowed us to understand how the length and structures of advertising blocks work in terms of impact and quality of brand recall.

In order to do so, we resorted to passive measurement within a sample of 2,000 panelists monitored for a week by activating audiometers on their mobile devices. This technology has allowed us to do real 24/7 monitoring of all audiovisual content consumed by the panelists, and particularly focus on prime time moments of various television channels with advertising content.

During that period, we identified all the advertising that the panelists were exposed to, with a special focus on advertising blocks during prime time. Once we identified their real exposure to brand communication through audio-matching (audio is matched in real time vs. the creative content database), we gave them a survey regarding their exposure to the content in order to understand and further examine both the volume and quality of recall of the brands to which they were exposed.

By combining these techniques (audio-matching + targeted surveys), we managed to extract different learnings about what the optimal length was of the advertising blocks, what the most efficient structure was when generating quality of recall and even what the rates were for advertising site abandonment.

The conclusions we obtained reveal 4 key points when it comes to understanding the advertising blocks and their length structures:

- The structure 3'+3'+3' is by far the one that generates the highest quality of advertising recall, which is 38% higher than the rest of the present structures.

- Advertising blocks of less than 1' in length are highly relevant, with outstanding memory recall quality, along with an abandonment rate of almost zero, making them much more efficient.

- When analyzing advertising positions within the structures of each block, we observed that brand recall in 3' blocks improves in all of their positions, where growth in the central positions is particularly noteworthy.

- Telepromotions and sponsorship help to strengthen brand recall, and the brands present in the advertising blocks that feature this special advertising in the program achieve a growth in visibility of 123%.

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