How Long Should a Business Commercial Be?

Commercial length is not about how much you have to say — it is about where the commercial runs and how much attention you can realistically expect there.

Matching length to placement

• 6 seconds — bumpers and pre-roll where you need one idea to land fast
• 15 seconds — social and paid placements; a single clear message
• 30 seconds — the broadcast standard; a complete beginning, middle, and end
• 60 seconds — brand storytelling and web where you have earned the attention

Shorter is harder, not easier. A tight 15-second spot takes more discipline than a 60-second one, because every frame has to earn its place.