Shortening adverts

[Darbiphan]

Can someone tell me why TV adverts often seem to be shortened after they've been on for a little while?

[DJonesy]

i think they are on longer, i counted 7 mins long when i was watching one of my programmes

[B00]

I don't know for certain but I'm hazarding a guess that the shorter ads are purely 'memory joggers'.

I'm presuming advertisers pay per minute for their products, and if a campaign has been successful there's no longer any need for the previous advert, they can now 'jog' your memory regarding that product with a cheaper shorter ad.

I could of course be talking twaddle, but it sounds good to me....lol

[Darbiphan]

Yes, that's a fair logic. They probably decide at the beginning how long to run the full ad, with the shortened version to follow automatically. Cheers.

[Wix]

On ITV it used to cost �3000 per show of a 3min advert.
The cost has since increased.

[tonymclark]

We often prepare 50, 30 and 20second versions of ads right from the start.
As mentioned above, air-time is not cheap. A campaign will often start with a lengthy ad to establish itself, with the "cut-down" ad following a little later...

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