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Interesting Information regarding length of copy for Commercials

Although there are exceptions to every rule, and I have been known to be able to squeeze a lot of copy into a 30 second commercial, here are some numbers to use as a guide. For spots requiring more emphasis and “romancing” of copy it’s probably a good idea to go with the lower number of words:

A 60 second commercial can contain up to 150 words

A 30 second commercial can contain up to 75 words

A 15 second commercial can contain up to 36 words

More interesting information:

SPEECH COUNT

Average person reads 3 words per second (range is 2 to 4)
Average person reads 88 words per half-minute (range is 60 to 120)
Average person reads 170 words per minute (range is 135 to 215)
Average person reads 10,320 words per hour (range is 8625 to 12,030)

LINE COUNT

(12 point Arial, double-spaced, margin-to-margin)
Average number of lines per page: 21
Average number of lines per 30-second spot: 7.5
Average number of lines per 60-second spot: 15

WORD COUNT

(12 point Arial, double-spaced, margin-to-margin)
Average words per line: 13 (range is 8 to 18)
Average words per page: 273 (range is 168 to 378)

READING TIME IN SECONDS

(12 point Arial, double-spaced, margin-to-margin)
Average reading time per line: 4
Average reading time per page: 100 (1 minute and 40 seconds)

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