TV Commercials Shorten to Match Attention Spans

October 28th, 2010 - 2:02 am ICT by Angela Kaye Mason  

Oct 27 (THAINDIAN NEWS) “It used to be that the most valuable thing on the planet was time, and now the most valuable thing on the planet is attention,” states John Greening, associate professor at Northwestern University’s journalism school. And for this reason, television commercials are said to be shrinking, right along with the advertisers’ budgets and the viewers’ attention spans.

Instead of the lengthier, more detailed commercials of old, viewers can now expect to be bombarded with many more ads in rapid fire succession, which will not only save money, but are said to actually keep more viewers’ attentions.

The Canadian Press reports that the amount of commercials which last only fifteen seconds has jumped over 70% in the last five years. Over half of those are selling packaged goods, and sixty percent are selling fast food.

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