Indiantelevision.com presents AdEx India Analysis
 

Analysis of average ad duration preferred by advertisers in 2005

(14 March, 2006)
 

KISS! Keep it Short & Simple that is!

Today, what needs to work has to be short, fast and simple. This creates a default impact on Advertising communication. Anything that's fast and saves time, Sells.

The advertising fraternity feels the pinch of the time crunch; shorter TV breaks have left lesser time for advertisements to work their magic. It's a different aspect though that many have used this to their advantage, using their creativity full throttle.

Adex India felt there was a need to study the trend of TV ad durations during 2005. The reason being it eventually raises a discussion on "How effective can an ad squeezed into an already cluttered time band be?"

Key Findings:

  • In the year 2005, 30-seconder ads were the top preference of advertisers with a share of 27 per cent.
  • The total average TV ad duration of 22.5 seconds in 2005; dips by 2 per cent over 2004.
  • In 2005, terrestrial channels had the longest duration of ads with an average of 28 seconds.
  • Toilet Soaps (Top advertising category on TV) scored an average ad duration of 20.7 seconds, while shortest ad duration of 19.2 seconds was used by Washing Powders / Liquids category.
  • '18:00-21:59' time band had the shortest ad duration in 2005, with an average of 21.3 secs while the longest ad durations were during the '02:00-05:59' time band.

2001-2003 results were a ray of hope, with the increasing average ad duration usage. Post 2003 one could see the ad durations getting shorter and the graph dipping even lower. Will this trend continue in the coming years? We can only speculate. As for this week, AdEx India analyses the trend of average Ad Durations in 2005.

Firstly, a look at the trend of Ad duration preference since the year 2001 to 2005.

 
 
  • The years, 2002 and 2003 witnessed a positive growth in the average ad duration used.
  • Post 2003 the graph followed a downward trend and in the year 2005 there was a de-growth of 2 per cent compared to 2004.

Here are the Top 5 Channel genres and their Ad durations in the year 2005.
 
 
  • The average duration of ads on Terrestrial Channels was 28 seconds, which is reported as the longest average duration among the Top 5 Channel genres.
  • News Channels had the shortest average duration of 18.9 seconds.
  • Movie channels scored average ad duration of 21.6 seconds, it includes Hindi and English movie channels.

The Top 10 spending Categories and their preferred average ad durations in 2005.
 
 
  • Toilet Soaps the top-spending category advertised using ads with average ad duration of 20.7 seconds.
  • The category using the longest ads was, 'Two Wheelers' with 29.7 seconds average ad duration.
  • The Washing Powders/ Liquids category used the shortest duration of ads with average ad duration of 19.2 seconds.

A glance at the Ad duration during different Time Bands.
 
  • The '02:00 - 05:59' time band had the longest ads with an average duration of 31.1 seconds.
  • Prime Time '18:00- 21:59' carried shorter ads with an average duration of 21.3 seconds.

Lastly, the most popular durations that was preferred for advertising in 2005.
 
 
  • 30-seconder ads had the larger chunk of the pie with a share of 27 per cent.
  • 20-seconder ads followed closely with 20 per cent share in 2005.

We shall be coming out with similar analyses on other categories in the coming days.

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