Radio - cleans up its act
Clear Channel Radio announced that it would begin to restrict the number of commercials it aires on all its radio stations. Let's hope their competition will take note and follow their lead.
It's good news for advertisers. Screaming car dealers reveal more than the availability of cars. It's an indication that radio is VERY underpriced. So much so that auto dealers are buying far more spots than necessary -- annoying listeners, and filling every available spot on the air. There are far too many commercials per hour on the radio. Over the past 2 years, the clutter on radio has escalated.
A little restraint on the part of the stations to limit the number of commercials and increase the amount of content will begin the long process of wooing back listeners, and offering advertisers more value for their ad dollars.
It's been quite a while since I included radio in a media plan (except for the occasional sports sponsorship). While rates may also climb, a little exclusivity will be worth it. This is a situation I'll monitor closely.
It's good news for advertisers. Screaming car dealers reveal more than the availability of cars. It's an indication that radio is VERY underpriced. So much so that auto dealers are buying far more spots than necessary -- annoying listeners, and filling every available spot on the air. There are far too many commercials per hour on the radio. Over the past 2 years, the clutter on radio has escalated.
A little restraint on the part of the stations to limit the number of commercials and increase the amount of content will begin the long process of wooing back listeners, and offering advertisers more value for their ad dollars.
It's been quite a while since I included radio in a media plan (except for the occasional sports sponsorship). While rates may also climb, a little exclusivity will be worth it. This is a situation I'll monitor closely.
