If a commercial falls in a long stop-set and no one is around to hear it, does it make a sound investment? Today’s creative climate requires a close examination way beyond philosophical pondering.

Consider this, our world has become increasingly advertising adverse. Today’s consumers are exposed to (or dodging) a torrent of advertising impressions every day.

According to StopAd, 70% of StopAd users block an average of 200 ads per day on Windows devices alone. Whether radio listeners are changing the station or not, many may be passively allowing the message to go in one ear and out the other. Unless we alter the pattern.

There are ways that we can penetrate with our advertisers commercial messages and be relevant in an overly populated commercial climate.

Consider these barriers and solutions:

Do you run long commercial clusters, aka “stop-sets”? It truly is a stop-set if it stops your listeners from continuous listening. If your commercial pod is four minutes long, it’s one minute too long. If you’re running 6-8 minute breaks with 12 messages in a row, your listeners are well-trained to flee to another station (or another audio platform) after your 40-minute music sweep. Try this. Let’s put advertiser results ahead of AQH Shares. Try improving your station with listener retention vs. proving your station with ratings. You’ll prove your station to advertisers with a great ROI. Consider holding the hourly limit to 12-minutes per hour with four 3-minute commercial pods. With a mix of :60’s, :30’s, and :15’s, you’ll have about 5-6 messages in a row. Not bad. Now let’s discuss the content.
Do your account executives know how to write compelling effective commercials? Or, do they string 80 words together with a simple assembly of product facts as outlined by clients? Our salespeople need a set of Creative Services Standards with complete guidelines to actually serve as marketing consultants. Our clients need creative, attention-getting messages that persuade consumers to spend more money at their business. And, of course, our radio stations need listener retention that adds up to more than average quarter hours…outstanding time spent listening!
Do your announcers weave the commercials, liners, and promos into their shows? Or, do they treat “stop-sets” as something that stops the flow of entertainment and information? As long as we say, “it’s time to take a break”, “pay the light bills”, or “less clutter”…we’re disparaging the very life-blood of our business. Let’s attempt greater respect for our customers message with “more after these important messages”, “stay tuned”, or “now this from Smith Automotive”.

Then, when a commercial falls in your stop-set, it will not only make a sound…it will make a difference.

If you want to know more about these approaches and the complete Creative Services Standards, send me an email and give me a call and we’ll outline a plan.

Mike O’Brien, Consultant/Trainer

O’Brien Betterment, LLC

608.751.4464; mike@obrienbetterment.com