Recent UK research highlights a powerful truth: shorter audio ads perform better. With data from 10,000+ commercials, the study shows that even minor word reductions can lead to major campaign wins. A 10-word cut raises standout scores by 1%, while slashing 48 words from a 60-second spot can raise web visits by 38%. Overwriting, in contrast, can cause engagement to plummet. With industries ranging from food to finance hitting 150–180 words per minute, clarity becomes crucial. Christopher Smith of Plot Twist Creative sums it up perfectly—less noise, more impact. Concise messaging connects. Simplicity doesn’t sacrifice creativity—it strengthens it.