This came up just today. For the record:
There are 70-75 words in a :30 TV commercial
80 is too many and 6o words feels too loose.
Although a writer may be able to read 85 words in half a minute, that hectic pace doesn’t allow for nuance, meaning or emphasis. Tighten it up and give the copy room to breathe.
After all, it’s the meaning the audience takes away, not how many words you can cram in.
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