One of the most important decisions in television advertising is determining the ideal length of your commercial.

Should you run a 15-second spot?
Is a 30-second ad still the gold standard?
When does a 60-second commercial make sense?
And are longer formats like infomercials worth the investment?

The answer depends on your campaign objective, audience behavior, budget, and messaging complexity.

In this in-depth guide, we’ll explore:

• Standard TV ad lengths

• When to use each format

• How length affects cost

• The psychology of attention spans

• How streaming platforms are changing ad duration strategy

• Realistic expectations for performance

By the end, you’ll understand exactly how to choose the right TV ad length for your business.

The Standard TV Ad Lengths

Television advertising has historically relied on three primary spot durations:

• 15 seconds

• 30 seconds

• 60 seconds

These formats are common across major broadcast networks like NBC, CBS, ABC, and FOX.

Streaming platforms such as Hulu also support similar formats, although shorter ads are becoming increasingly common.

Each duration serves a different purpose.

15-Second TV Ads: Short and Focused

When to Use a 15-Second Ad

A 15-second commercial works best when:

• You already have brand awareness

• You’re promoting a limited-time offer

• You’re reinforcing an existing campaign

• You want high frequency at lower cost

• Your message is simple and direct

These ads are often used as reminder ads.

If a viewer has already seen your 30-second spot, a 15-second version can reinforce recall without repeating the entire message.

Advantages of 15-Second Ads

1. Lower production cost

2. Lower airtime cost

3. Higher frequency potential

4. Strong brand recall with repetition

5. Ideal for promotional campaigns

In many markets, you can air nearly twice as many 15-second ads compared to 30-second spots for the same budget.

Limitations

The biggest limitation is time.

You must:

• Capture attention instantly

• Communicate value quickly

• Deliver a clear call-to-action

There is little room for storytelling.

If your product requires explanation, 15 seconds may not be enough.

30-Second TV Ads: The Industry Standard

The 30-second commercial remains the most widely used TV advertising format.

It balances cost, storytelling, and clarity.

Why 30 Seconds Became the Standard

Thirty seconds allows enough time to:

• Present a problem

• Introduce a solution

• Highlight benefits

• Reinforce brand identity

• Deliver a call-to-action

This format supports narrative structure without overwhelming viewers.

For decades, major brands across networks and cable channels have relied heavily on 30-second spots because of this balance.

Best Use Cases for 30-Second Ads

• Product launches

• Brand introductions

• Emotional storytelling

• Regional campaigns

• Service-based businesses

If you are new to TV advertising, 30 seconds is typically the safest starting point.

Cost Considerations

A 30-second ad costs more than a 15-second spot but usually delivers stronger engagement per impression.

The cost difference varies by:

• Market size

• Time slot

• Network

• Demand

In prime time, the difference can be substantial.

However, many advertisers find the additional investment worthwhile due to message clarity.

60-Second TV Ads: Deep Storytelling

A 60-second commercial allows full narrative immersion.

These are less common than 30-second ads but still powerful in the right context.

When 60 Seconds Makes Sense

• High-ticket products

• Emotional brand storytelling

• Cause marketing

• Major brand repositioning

• Event launches

Longer ads allow deeper emotional engagement and stronger brand positioning.

The Risk of 60 Seconds

Attention is harder to maintain.

Viewers may:

• Lose focus

• Change channels

• Check their phones

The creative must be compelling from start to finish.

If the story is weak, a 60-second ad can feel excessive.

Infomercials: 15–30 Minutes

Infomercials are long-form advertisements that function like TV programs.

They typically run:

• 15 minutes

• 30 minutes

These ads focus heavily on direct response and product education.

Best For:

• Demonstration-heavy products

• Health and fitness equipment

• Educational programs

• Household gadgets

Infomercials are built around:

• Testimonials

• Demonstrations

• Offers

• Urgency

However, they require significantly higher production investment and airtime commitment.

How Streaming Is Changing Ad Length Strategy

Connected TV platforms have influenced ad duration trends.

On services like Hulu, shorter ads often perform well due to:

• Non-skippable formats

• On-demand viewing

• Reduced ad clutter

Streaming audiences tend to have shorter tolerance for long interruptions.

As a result, many brands prioritize:

• 15-second ads

• Short 6-second bumper ads (on some platforms)

• Sequential storytelling (multiple short ads shown over time)

This digital-style approach differs from traditional broadcast strategy.

The Psychology of Attention Span

Research consistently shows that:

• Attention drops significantly after the first few seconds

• Emotional engagement drives recall

• Clear messaging improves retention

The first 3–5 seconds of your ad are critical.

Regardless of length, your hook determines whether viewers continue watching.

Shorter ads force clarity.

Longer ads require stronger storytelling.

Choosing the Right Length Based on Objective

Let’s break it down strategically.

Goal: Brand Awareness

Recommended: 30 seconds
Alternative: 60 seconds for strong storytelling

Why?
You need enough time to establish identity and value.

Goal: Promotion or Sale

Recommended: 15 seconds

Why?
You only need to communicate:

• Offer

• Deadline

• Call-to-action

Goal: Product Education

Recommended: 60 seconds or infomercial

Why?
Complex products require demonstration.

Goal: Brand Reminder

Recommended: 15 seconds

Why?
Reinforcement doesn’t require full storytelling.

Budget and Frequency Considerations

Length directly impacts how often your ad airs.

Example scenario:

If your budget allows:

• 100 airings of a 30-second ad
  You may be able to run:

• 160–200 airings of a 15-second ad

More frequency increases brand recall.

However, too short of a message may reduce impact if the audience is unfamiliar with your brand.

Finding balance is key.

The Power of Mixing Lengths

Many successful campaigns use a layered strategy:

1. Launch with 30-second ads for storytelling

2. Follow up with 15-second reminder ads

3. Reinforce with digital retargeting

This approach maximizes both engagement and frequency.

Prime Time vs Off-Peak Strategy

Longer ads during prime time on networks like NBC can be costly.

Some advertisers:

• Run 30-second ads during prime time

• Use 15-second ads during off-peak hours

• Balance reach and efficiency

Strategic scheduling often matters more than ad length alone.

Does Longer Always Mean Better?

No.

A well-crafted 15-second ad can outperform a poorly executed 60-second commercial.

Effectiveness depends on:

• Creative quality

• Message clarity

• Audience targeting

• Frequency

• Timing

Length is only one variable in overall performance.

Common Mistakes When Choosing Ad Length

Avoid these pitfalls:

• Choosing 60 seconds without strong creative

• Running 15 seconds for complex messaging

• Ignoring budget-to-frequency balance

• Copying competitors without strategy

• Overloading shorter ads with too much information

Every second must serve a purpose.

Realistic Expectations

Here’s what most advertisers experience:

15-second ads:

• Higher frequency

• Faster recall reinforcement

• Lower storytelling depth

30-second ads:

• Balanced engagement

• Stronger brand introduction

• Most versatile

60-second ads:

• Deep emotional impact

• Higher risk and cost

• Best for strong creative concepts

There is no universal best length.

Only the best length for your specific goal.

Final Recommendation

If you’re new to TV advertising:

Start with 30 seconds.

If you’re reinforcing awareness:

Use 15 seconds.

If you’re launching something major and have compelling creative:

Consider 60 seconds.

If you need product education:

Explore long-form formats.

In 2026, shorter formats are gaining popularity — especially in streaming — but traditional 30-second spots remain highly effective.

The key is not asking, “How long should a TV ad be?”

Instead ask:

“What length best communicates my message clearly and efficiently?”

That is the strategic question that leads to better results.