A 30-second TV commercial should not have, as a rule of thumb, words exceeding 15 or 20 seconds duration. TV commercials must focus on visuals more than on words. A 30-second commercial should restrict the word limit to 30 or less words. Recently, it has been observed that Indian ads have been packed with more words, say between 40 and 50 plus words. In some ads, the word count touches 60 plus. The dialogue content of the TV ads is increasing. Jingles, VOs and dialogue — all these three use more and more words. In personal care brands, more words are used as in competitive scenario, they try to compare the brand to competitive products. Though TV ads are costly, in terms of the cost per person reached, these are very economical. Advertisers want to squeeze maximum value out of the message. Advertisers try to tap the rural market and rely on the dialogues to do so.