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AdSphere

The Rise of Longer Ad Formats in Television

Ad formats longer than the traditional 30-second spot are growing by leaps and bounds, according to a new study by Southern California-based research firm DRMetrix. Specifically, airings of 45-second spots grew a staggering 583 percent in 2018 while 180-second spots grew a whopping 487 percent and 75- second spots grew 185 percent, the study finds. The DRMetrix research also found that more than $12.3 billion of national ad spending last year went to TV commercials that ask consumers to take action, such as…