Should we really say bye bye to 30-second tv adverts?
For decades, the 30-second TV advert has been the golden standard of television advertising. It was long enough to tell a story, but short enough to fit neatly into prime-time schedules. But today, consumer behaviour and media consumption habits are changing faster than ever. Viewers skip, scroll, and swipe in seconds. Platforms like YouTube, TikTok, and Instagram have trained audiences to absorb messages in 6 to 15 seconds, which raises an important question: are 30-second TV adverts still worth it, or are we moving into a new era of shorter, sharper commercials?
At Impress Video, we’ve worked with brands across industries to produce ads of every length. And while there’s no one-size-fits-all answer, the way audiences watch, engage, and respond to adverts in 2025 is shaping the future of TV advertising.
A Quick History of TV Advert Lengths
Back in the early days of television, adverts often stretched to a full minute. Audiences had fewer distractions, and TV was the central form of entertainment, so a minute didn’t feel long at all.
As the cost of airtime rose and more companies entered the space, advertisers began cutting ads to 30 seconds. This shift allowed broadcasters to fit more adverts into the same block, while giving brands enough time to deliver a message that resonated. The 30-second format quickly became the industry standard and has remained dominant for decades.
But fast-forward to now, and those 30 seconds often feel like an eternity to modern audiences used to instant, snackable content.
The New Normal: Shorter TV Adverts
Research shows that attention spans are shrinking. According to Thinkbox, 15-second adverts are now one of the most popular formats in the UK because they deliver high recall at a lower cost. Even 6-second “bumper ads,” inspired by online platforms, are finding their way into TV schedules.
This doesn’t mean 30-second TV adverts are dead. Instead, the landscape is diversifying. Broadcasters now offer a mix of slots, 10s, 15s, 30s, and even 60s, giving advertisers more flexibility to match ad length to campaign goals.
- For quick promotions or reminders, 10- to 15-second slots can be incredibly effective.
- For storytelling or emotional connection, 30 seconds (or longer) still has a strong place.
The key is to align duration with message.
Why Shorter Ads Work
Shorter ads aren’t just cheaper; they reflect how people actually consume content today. Viewers multitask while watching TV, often scrolling on their phones during ad breaks. A punchy, memorable 15-second spot can cut through the noise better than a drawn-out message.
Plus, shorter formats make it easier to repurpose content across digital platforms, ensuring consistency in omnichannel campaigns. Imagine a 15-second TV spot that seamlessly transitions into Instagram Stories, TikTok, or YouTube pre-roll, your reach multiplies without needing to reinvent the wheel.
Why 30-Second TV Adverts Still Matter
Despite the hype around shorter formats, 30-second TV adverts are far from obsolete. They offer more breathing room for storytelling, emotional engagement, and brand building. Think of iconic ads like John Lewis’ Christmas campaigns, those simply wouldn’t work in 10 seconds.
For brands launching new products, tackling complex messages, or aiming to build emotional resonance, 30-second adverts remain the best tool. They create space for narrative, character, and a clear call-to-action without feeling rushed.
Choosing the Right Duration for Your Brand
So, should you say goodbye to 30-second adverts? Not necessarily. The smarter question is: what are your campaign goals, and what ad length supports them?
Want to boost brand awareness or share a story? Stick with 30 seconds. Need a quick promotional push or to maximise ROI on a budget? Go shorter with 15 seconds.
Running a multi-platform campaign? Create variations at different lengths to cover both TV and online formats.
At the end of the day, it’s about clarity. Whether you’re working with 10 seconds or 30, if your message isn’t sharp and your production workflow isn’t efficient, the ad won’t land.
Conclusion
The reign of the 30-second TV advert isn’t over, but the landscape has definitely shifted. Audiences are open to shorter, punchier formats, and broadcasters are adapting. Brands now have more flexibility than ever to choose the format that fits their story, their budget, and their audience.
So, instead of saying goodbye to 30-second TV adverts, think of it as welcoming more creative possibilities. Whether 10, 15, or 30 seconds, what really matters is delivering a clear, memorable message that sticks.
Be clear in your message, follow up-to-date trends, gather all the ideas you can think of, and have an efficient TV Advert production workflow. Then, you will be able to choose the most creative one, and achieve amazing things with your 15 seconds video, like driving traffic to your website.
Contact Impress Video
If you’d like to create TV adverts with a team that understands how to balance creativity, strategy, and production excellence, Impress Video can help. From 6-second bumpers to cinematic 30-second commercials, we’ll craft adverts that get attention and drive results. Get in touch with us here!