The general consensus during a panel at the TV of Tomorrow conference is that ad breaks need to change, but opinions differed on what that means for 30-second spots.
Television’s 30-second ad commercial units costs keep climbing — now nearly three years in a row. In the fourth quarter, the average cost per 30-second commercial grew 5% — to $122,734 from $116,699 in the fourth quarter of 2011, according to analysis from media agency TargetCast tcm, utilizing data from SQAD’s NetCosts service.
Shiv Singh, the global head of digital for PepsiCo Beverages, says that while the 30-second TV spot is far from dead, the time has come to stop thinking about TV ads as stand-alone messages. Rather, they should be seen — and used — more like “trailers” for “deeper branded digital experiences.”