[BC] Two Commercial Free Hours,On WABC

[Mike McCarthy]

TV has adopted 30's and 15's.  60's on TV are now pretty much limited 
to (yawn) auto ads. Reseach has shown you get the message across in 30 
and reinforce it in 10's and 15's. 60's are a waste. Other companies 
are buying 60's and breaking them into two or three shorter ads for 
various divisions or drop them around longer spots. Gieco and Proctor 
and Gamble are examples of this mode of buying.

MM


> 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
> >
> 
> 
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Reply to <towers at mre.com>
>From my traveling acount...