Nov
21
T-Mobile Says Its 6-Second World Series Ads Were a Home Run
Posted in: Uncategorized
Illustration by Tam Nguyen/Ad Age
Advertisers who’ve kicked the tires on Fox’s six-second commercial executions are investing a good deal of money for just a few ticks of media exposure, but thus far the micro-spots appear to have had a disproportionate impact on audience engagement and recall.
T-Mobile, which last month used the six-second format to promote its hurricane relief efforts during Fox’s coverage of the 2017 World Series, said results suggest that the short-form spots boosted viewer engagement metrics such as brand recall, likability and message recall.
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