Final answer:
Increasing media costs have led advertisers to prefer shorter commercials, with an emphasis on impactful 30-second sound bites. Technology changes have made viewers more selective, prompting adaptations in advertisement length and delivery. The equal-time rule also influences political ad lengths.
Step-by-step explanation:
Among the statements about commercial length, the true statement is that increasing media costs have resulted in advertisers preferring shorter commercials. The landscape of television advertising has evolved significantly, with advertisers now focusing on brevity and impact. Technology advancements such as remote controls and DVRs (Digital Video Recorders) have changed the way viewers consume television and commercials. Advertisers have adapted by creating shorter, more memorable ads that can make an impression even in a brief timeframe.
Regarding political advertising, candidates often prepare messages that can be distilled into 30-second sound bites for television, as well as campaign slogans for other media. These ads are intended to be potent and concise to capture the audience's attention quickly. Furthermore, federal regulations like the equal-time rule ensure that candidates have equal advertising opportunities on air, providing another incentive to use shorter, more cost-effective commercials.
The effectiveness of short commercials is a point of contention. While some advertisers feel that a 15-second spot cannot deliver a message as effectively as a longer commercial, the trend indicates that these short spots are increasingly common due to their cost-effectiveness and the impact they can make in a compressed timeframe. As for 15-second spots being converted to 5-second commercials or 'split commercials,' this is not a norm but rather an experimental format some advertisers use.