Cost Per Second
研究发现15秒广告的媒体成本是30秒广告的60%-80%，但品牌识别效果相当，因为15秒广告的品牌执行更好，这为广告购买谈判提供了基准。
<h3>ABSTRACT</h3> Although half the length of a 30-second ad, the media cost of a 15-second advertisement is between 60 to 80 percent that of a 30-second advertisement. Is this price premium warranted on the basis of relative effectiveness? We find that recall and likeability scores for 15-second advertisements are approximately 80 percent that of 30-second advertisements. However, the performance of 15- and 30-second advertisements was equal for correct brand identification. The better branding execution of 15-second advertisements appears to compensate for their length disadvantage. This difference in branding execution is consistent across advertisements sourced from Australia, the United States, and the United Kingdom. These findings will aid marketers to commission effective advertising and provide useful benchmarks for negotiating deals for media purchasing.