Has anyone noticed that commercials have been getting longer lately? We would think with TiVo technology in every home, we would be seeing even shorter commercials so that people don’t have enough time to flip the channel before they get the message, but it seems the entertainment industry is going to opposite route. What sparked this conversation? We just finished watching a mini movie about ice cream and burglars!
Part of the reason for this growing trend may be because of YouTube. Companies don’t have to always go through TV stations to get their commercial to be seen, that means that companies have to be creative with their commercials. With so much competition out there, the silver bullet becomes creativity and storytelling. 30 seconds isn’t enough to create that emotional connection with the audience, but 3 minutes should do the trick. Let’s go back to the commercial we just saw as an example. If we just have an actor tell us X Ice Cream is delicious, it probably goes in one ear and out the other. Now, if we see a two minute long commercial about two burglars fighting to steal the same thing and it somehow relates to ice cream, we’re more likely to at least remember the out-of-the-ordinary and entertaining commercial.
The Super Bowl is also a good reason for the longer and more creative commercials. This is the one time of the year when people look forward watching people to tell them what to buy. Because of that magical time of year, people spend millions of dollars to make the most memorable and interesting commercials so that people can remember the commercial long after they’ve seen. Then with commercials in YouTube, they can see that great commercial again and again.
Although your first reaction to this kind of news is to groan and bemoan the fact that it’ll probably take even longer to get back to your favorite TV show, we’re excited! Longer commercials means for screen time for actors and a better chance to show the world their talent. Commercials can be a big break for actors that are just starting out, because it may be the first time that the whole world can see them. For us, we see it as a win-win situation, you can be more entertained by the story line that you can connect to and actually enjoy watching and we can be excited to see a new actor be able make their mark on the world! We’re excited to see what the advertisement comes up with next and our great kids starring in these great commercials!