THE QUICK TAKE: TV commercials are shrinking. The 15-second ad is increasingly common, gradually supplanting the 30-second spot just as it knocked off the full-minute pitch decades ago.
THE RESULT: For viewers, this means more commercials in a more rapid-fire format. For advertisers, it's a way to save money. Research shows viewers are more likely to keep watching shorter ads.
THE ADVERTISERS: Fast-food companies and consumer products makers are using the ads. The "Old Spice man" rides backward on a horse through various scenes for just 15 seconds. Burger King, Dos Equis, and Walmart are also fans.