2003 sees an increase in average ad duration on television: An AdEx India Analysis

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2003 sees an increase in average ad duration on television: An AdEx India Analysis (7 January 2004)

Television channels consider the 30-second ad, as the basic unit of television commercial airtime. According to an analysis from AdEx India data, which monitors television advertising across 100 channels and 650+ product categories, the average ad duration has risen compared to 2002.

In year 2003, 20 and 30 second ads have become favourite with the advertisers. About 25.20 per cent of the ads are of 30 second duration followed by 20 second ads, which came second with 21.61 per cent share.

While an average TV commercial in 1994 had a 25 second duration, it has been slimming down continuously. In 2002, the average duration dropped to below the 20 second mark as can be seen from the below graph. In 2003, the average ad duration has risen again.

Even when the growth for 20 and 30 second ads is compared, we see a steep increase since 1998. This further emphasises the fact that this is the most favored duration by advertisers.

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Analysis from AdEx India (A Division of TAM Media Research pvt ltd)

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