Rise of Longer Format Television Advertising

The Unexpected Rise of Longer Formats in TV Commercials

In a remarkable 5 x 5 Industry Study powered by DRMetrix, AdSpheres shows significant growth for longer format advertising. For instance, advertisements running for 45 seconds saw a 583.86% increase from 2017 to 2018. This is compared to ten-second ad formats, which saw a twelve percent decrease in the same period. The 75-second and-180 second ad formats also saw significant growth in the past year.  

An Increase in Long Form Advertising (28.5 Minute Format)

Research from the study suggests that infomercial airings have increased steadily over the past several years, while media billing for the format has decreased. This means that rates for long-form advertising defined as 28.5-minute infomercials have softened, perhaps encouraging an unexpected spike in airings. DRMetrix projects over 100,000 infomercial airings for 2019. Long-form advertising has its limits with "less than half of the networks monitored by DRMetric offer(ing) inventory for this format.” 

Legal Marketers Capitalizing on Long Form

Legal services advertising took advantage of long-form advertising for the first time in 2018. Previous years show no expenditure by the legal industry on 28.5-minute infomercials. Legal advertising is primarily spent in lead generation. Lead generation is the largest media expenditure classification according to the study but has seen a plateau in 2019. Lead generation spending by legal services companies saw a $3 million decrease from 2017 to 2018. 

What’s Next for Legal Advertising

2020 is a new frontier for legal marketers. The rise in longer format television advertising may make marketers across the industry look at new ways to engage consumers. One thing remains true television marketing remains one of the most powerful and influential ways to reach potential clients. Reaching consumers through television advertising has never been easier and has never yielded better measurable results. With direct response advertising, you can see what campaigns are the most effective and direct your marketing budgets to get the most significant Return-on-Investment (ROI).

Want More?

Ready to find out how Amicus Media Group is Transforming the Business of Law? with direct response advertising? Contact our knowledgeable case acquisition team today for more information on how to lower risks with strategic media options. Call our team today at (888) 700-1088.

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.