Life after the 30-second Indian Spot

If you're wondering whether the LA30 debate is a global one, the answer would be yes. If you're wondering whether marketers are in the same state of denial in India compared to the US, the answer would be yes.

Here's a newspaper article from the Financial Express in India which cites a research study on the health of the 30-second spot. The article mentions that the results might be bad news for Joseph Jaffe fans, but after reading the highlights I'm not sure why.

I was looking forward to proof why the 30-second spot is "alive and kicking", but this proof wasn't consumer-centric at all in terms of receptivity or recall; rather it was using the current advertiser spending patterns as a proxy of health...and this is a flawed assumption indeed.

On a positive note, there seems to be a point about less clutter (shorter ad breaks) = greater opportunities for creativity. I am in full agreement with this point.