ABSTRACT Six-second advertisements are used widely in digital video but only recently have appeared on television. As linear (scheduled programming) television and digital video started to converge through platforms such as over-the-top (i.e., delivered through the Internet), it was not surprising that linear television networks began running six-second advertisements in 2017. The current study evaluated the effectiveness of more than 3,000 of these shorter six-second advertisements (“sixes”) against 15-second (“15s”) and 30-second (“30s”) advertisements. The authors found that sixes were used in better pod positions and dayparts, which positively contributed to their performance.

中文翻译：

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电视上的六秒广告

摘要六秒钟广告在数字视频中得到广泛使用，但直到最近才出现在电视上。随着线性（预定节目）电视和数字视频开始通过诸如空中传输（即通过互联网交付）之类的平台融合，线性电视网络在2017年开始投放六秒钟的广告也就不足为奇了。这项研究评估了3,000个较短的6秒广告（“六个”）相对于15秒（“ 15s”）和30秒（“ 30s”）广告的有效性。作者发现，六分法用于更好的吊舱位置和时段，这对它们的性能产生了积极的影响。