You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. 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 By Jack Neff, Published on September 13, 2010 10 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.