Now, according to a recent AP news story, the rest of the advertising industry has finally caught on. “For advertisers, shorter commercials are a way to save money, and research shows they hold on to more eyeballs than the longer format,” the article states.

Beginning in 2009, on behalf of our clients, CJRW would first run a 30-second spot, and then follow it up with several fifteen-second spots with a condensed message to remind viewers of what they saw earlier.

“Shorter ads can be just as effective as longer ads.  Viewers can form new associations … in a few seconds and then recall that information in just one second,” the article quotes Deborah Mitchell, executive director of the Center for Brand and Product Management at the University of Wisconsin.

CJRW believes these little visual vacations have been instrumental in attracting new visitors to The Natural State and the Spa City, both of which weathered the recession with only a slight dip, and are now seeing growth as the recovery strengthens.