I’ve been doing 28:30s and :120s for the last 20 some odd years……..so, in this age of speed, internet, You Tube and Tivo, why on earth are marketers relegated to these same media lengths? Maybe there is a reason that You Tube limits their video posts to 10 minutes. Maybe people really don’t watch much longer than that any more.
In the old days, when people watched more television, people might sit down and watch a thirty minute infomercial. When they channel surfed, they might watch 10 or 12 or even 15 minutes of infotainment, especially for a compelling topic that piqued their interest…..
However, marketers (MY CLIENTS!!!) are still paying to do thirty minute shows because there seems to be nothing in between two minutes and thirty minutes. WHY??????
If the average time an infomercial is watched is 8 minutes and shrinking, why can we not get media time that is between, say, 5 minutes and 15 minutes in length???
I admit that I am no media expert, however, there is supply and demand.
If marketers with multiple products could split 28:30s into 2 or 3 shows for different products, would that not be a major value to them, especially as they really don’t need a full half hour to sell a product….We really could do it in 15 minutes or even 9.
It’s a really tough economy. Consumers have a harder time reaching into their pockets for purchases. We are all trying to give consumers a value. Why can’t we give marketers a value and give them choices?
I know. There would need to be many many people who wanted 15 mins, 5 minutes, etc…..So, they only way to start is to gather up marketers who say : I WANT MY NEW LENGTH MEDIA TIME!!!! Hey, it worked for MTV long ago, maybe it will work now. All they can say is no.
I would LOVE to hear your comments and thoughts on this, especially you media folk. Let’s stir the pot and get this party started!!!!
May 13th, 2008 at 12:08 am Ava - Some very interesting thoughts. There are 5 minute spots available on DISC and some other very select cable networks. They tend to do very well. However, the major issue is that most marketers do not want to cut a 5 minute version of their show as there is so little 5 minute media options available. If there were more marketers interested in cutting a 5 minute spot…we could probably get more networks to open up some 5 minute breaks. This is a technical programming issue for networks…but something that I believe I could get some networks to work out.
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