Memory Decay & Advertising

The images that we remember twenty minutes after seeing an ad, the ones in short-term memory, are not necessarily the ones we remember the next day, or weeks, or months after seeing an ad. Memories decay over time, though not all memories decay at the same rate. For...

Ad Duration & Memory Formation

One of the ways to think about how an audience watches TV commercials is to think of viewers as consuming information. It is a back and forth process. The consumer bites off a chunk of information, chews it, and digests it, in order to give it meaning. Then he/she...

Do :15 ads leave viewers wanting more?

Over the past year we’ve seen many of our clients rely more heavily on :15’s in their media lineup. For example, in the QSR category in 2010 nearly half of the media buy consisted of :15’s.  While digging into our CPG database we found that viewers...