An ad-recall study released by the Cabletelevision Advertising Bureau, New York, found that unaided recall of 30-second commercials is twice as strong with consumers than unaided recall of 15-second commercials.
The study also found that spots shown during a program's first commercial break and spots shown during shorter commercial breaks have a much higher recall.
The study was conducted last April by Nielsen Media Research, New York, and was based on 17,200 random telephone interviews conducted with people age 18 and older.
