#long-form-storytelling

#long-form-storytelling

It was the ideal duration for those watching at home (mainly women) to become familiar with a product and (hopefully) become convinced of its benefits. Sixty seconds was chopped to thirty in the 1970s - not because of changing attention spans, but because of cigarettes. To make up for revenue losses following the ban on cigarette adverts, television networks started shaving down ad lengths, and this shaving continued into the 1980s, when 15-second commercials were introduced.