While 30 second ads are the standard in Australia, in the U.S. 60s are more the go. You get far more time to engage the audience through entertaining creative and set the mood for the sales pitch. But it also helps that 60s cost only a fraction more than 30s in the U.S.

Would Australian radio be better to push for longer ads that have greater impact or is frequency still king? And what about the NOVAs? Never more than two in a break, but with 2 x 60s it’s still the same two minutes as 4 x 30s. If more stations follow their lead where will it lead to?