by Chris Saunders , FTI Consulting


Los Angeles, July 27, 2012 – Based on technological findings from Nielsen’s neuro-compression technology research study, KSL Media, the second-largest independent media services company in the U.S., announced today that it will be much more aggressive in advocating the use of shorter commercial units for its clients.

KSL has always been a pioneer and proponent of using shorter messaging units since it has found them to be more cost effective than the traditional, longer commercial units. The use of neuro-compression applies to all TV marketers, allowing them to lower media costs as well as enabling them to repurpose these short-form messages for online and mobile applications.

CBS Corp.’s David Poltrack, Chief Research Officer, called their findings a “very exciting project.” The network is using the technology of neuro-compression and working with Nielsen NeuroFocus founder and CEO, Dr. A.K. Pradeep to figure out ways to reduce filler in promotional messages and to create a more “effective, better product” sell to the viewers.

As marketing budgets have been slashed over recent years and people’s attention spans have grown shorter, advertisers and their agencies must look for more effective and efficient ways to communicate their advertising messages.

“By utilizing neuro-compression, the more progressive and resourceful advertisers and agencies will better understand how to reduce less engaging filler which inhibits overall ad persuasiveness,” said Kal Liebowitz, Chairman and Founder of KSL Media. “This technology will enable the most effective salient copy points within a TV spot to be identified then edited into shorter and more impactful messages. We’ve been talking about the effectiveness of using shorter length spots with our advertisers for many years, and this technology helps prove our point.”

The new study by CBS seems to support previous research conducted by Frank N. Magid Associates about the effectiveness of :10 spots, which suggested that repeated exposure of :10 spots will build more significant awareness and brand favorability over time.
For most marketers, :10 spots are not just viable options, they are a smart solution to getting their product message out in a very cost efficient and tactical manner. It may seem too good to be true, but research proves that the average consumer attention span can retain 10-second brand messages that inspire future purchases. It's a case in which less means more... bang for the buck, that is.

About KSL Media

Founded in 1981, KSL Media is one of the first independent media services companies in the U.S. and specializes in helping entrepreneurial companies and challenger brands to acquire and retain their best customers. With offices in New York, Los Angeles, and Las Vegas, KSL manages media investments across numerous business categories for clients that include Bacardi, Toshiba, UGG Australia, PetSmart, Guitar Center, Friendly’s, Oris Watches, ConocoPhillips, Curacao Tourism Board, Sizzler, City National Bank and Mercury Insurance. For more information, visit www.kslmedia.com.

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