"The ad test finds that 15-second ads move the needle towards Vice President Harris by an average of 2.3 percentage points per 15 seconds of airtime—compared to 30-second ads on the same topics, which only average a 1.5-percentage-point effect for every 15 seconds of airtime, and 60-second ads, which have an average 1.2-percentage-point effect per 15 seconds of airtime.
In short, it is more cost-effective to run two 15-second ads about Harris in place of a 30-second ad or four 15-second ads in place of a 60-second ad. Running two 30-second ads is narrowly more efficient than running a 60-second ad."
Hat tip to Politicalwire, as usual. Goddard sometimes links to interesting stuff like this that I wouldn't have come across any other way.
Expect to see more 15-second ads from the Harris campaign after this study: https://mailchi.mp/ee92af59fd14/blueprint-ads-2-release?e=96cf82d406, Short Ads, Big Gains: Winning The Election in 15 Seconds Or Less:
"The ad test finds that 15-second ads move the needle towards Vice President Harris by an average of 2.3 percentage points per 15 seconds of airtime—compared to 30-second ads on the same topics, which only average a 1.5-percentage-point effect for every 15 seconds of airtime, and 60-second ads, which have an average 1.2-percentage-point effect per 15 seconds of airtime.
In short, it is more cost-effective to run two 15-second ads about Harris in place of a 30-second ad or four 15-second ads in place of a 60-second ad. Running two 30-second ads is narrowly more efficient than running a 60-second ad."
Hat tip to Politicalwire, as usual. Goddard sometimes links to interesting stuff like this that I wouldn't have come across any other way.
This is really interesting! Certainly I was not aware of this. Many thanks!
You're welcome! It seemed like core content for The Downballot.