[BC] Two Commercial Free Hours,On WABC

[Milton R. Holladay Jr.]

I certainly would never buy 60 sec spots;  in 30 sec you can create
interest, but 30 more secs can _satisfy_ that interest, so that no further
action will be taken (like visiting the advertiser or checking out the
product) , or just hack the listener off with 30 more secs of  boring,
redundant blather.
 There has to be some optimum length of commercial; surely there has been
research to determine what length is most effective ????   It might even be
10, 15 or 20 seconds..........
M
----- Original Message ----- 
From: "Mike McCarthy" <Towers at mre.com>
To: "Broadcast Radio Mailing List" <broadcast at radiolists.net>
Sent: Friday, December 23, 2005 8:21 AM
Subject: re: [BC] Two Commercial Free Hours,On WABC


> Real simple.  It builds the TSL of the station.
>
> Clear Channel found out that 14-16 minutes an hour were just plain bad for
> business.  Hence their "Less is More" campaign.  I've heard though that
> they're still trying to carry 16 spots an hour. Just sell them as 30's at
> 90% of a 60's cost.  Small markets have known for YEARS that 30's work
just
> as well as 60's in most cases.  They're also not as annoying so that if
> someone hates a spot, they may NOT tune away because they know the spot is
> short.
>
> I don't why major market stations air only 60's.
>
> MM
>
> At 10:06 PM 12/22/2005 -0700, First Step Productions - Dave Golterman
wrote
> >I just read the article in the New York Post...What are these guys
> >thinking?  When you're in the business of selling airtime for
commercials,
> >why in the heck would you do something that reinforces the belief that
all
> >commercials are bad!!!!!
> >
> >For that same reason I've always hated hearing stations promote
commercial
> >free music sweeps, commercial free hours etc.
> >
> >Just yesterday a friend told me about the station she listens to in
> >Melbourne, Australia, Nova 100.  Their website (
> >http://www.nova100.com.au/novaMain.aspx ) promises "never more than 2 ads
> >in a row".  I haven't listened closely enough to count the commercial
> >load, but it doesn't seems like it's very light.  Maybe some US
> >programmers will check this out and give it a try here.
> >
> >Dave Golterman
> >First Step Productions
> >111 East Railroad Avenue Suite 5
> >Plentywood, MT 59254
> >406-765-1002
>