An exploratory study examined the perceptions of creative directors and broadcast production managers in advertising agencies regarding the perceived effects of the 15-second commercial upon creative formats and production techniques. A sample of 600 randomly selected advertising executives and managers were surveyed using a 55-item mailed questionnaire; from this sample 233 usable reponses were received. A majority of the respondents had more than 15 years experience in advertising, as well as professional experience with the 15-second commercial spot. When asked to rank the most effective formats for the 15-second spot, respondents selected (1) humorous, (2) spokesperson, (3) vignette, (4) "other," and (5) storyline. Results indicated that, with use of shorter commercials, recall becomes the most important function, and the recall of brand name became more important than brand image. Findings also indicated that the shorter television commercial format demanded more simple, single-minded messages and creative approaches. Advertisements emphasizing key benefit, action focused on one key point, and simple structural formats such as spokesperson, demonstration, and product-alone spots should be used more than spots emphasizing lifestyle, image, or sensory appeals. Enhanced production techniques should accompany this need for simple, single-minded messages, in line with the increased importance of recall. (Tables of data and footnotes are included, and selected comments from respondents are appended.) (NKA)