Advertising Age Article Abstract
Killing Off 30-second Spot Is Bad Medicine for OTC Drug Industry
Data Shows Category Most in Favor of Ditching 30s for 15s Also Saw Highest Incursion of Private-Label
NEW YORK (AdAge.com) -- We've all heard it: The 30-second spot is dying, with penny-pinching procurement practices driving the final nail in its coffin. But some interesting new data on the over-the-counter drug category -- the biggest adopter of the 15-second spot over the longer version -- might just argue for its revival. ...