What is the most effective commercial's length on TV?

A commercial is to be 15, 30 or 60 seconds long. Where did these figures come from? It is very simple…

What is the most effective commercial's length on TV?
This problem has been hotly debated by advertisers for decades. Huge research has been conducted but still the choice mostly depends on economic considerations. At the beginning of the television era the advertisements on the North American TV copied those on radio which was the main mass media at that time.

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