According to RadioInk, In a memo to his staff, Paulus declares, "The day of the 7 minute, 10 unit stop sets are gone."
He's excited about this new consumer friendly approach to his commercial sets and "excited to be the first ones in the marketplace to program these breaks as our fans actually listen."
According to Paulus, the commercial load on stations is the big “elephant” in the room that no one wants to talk about.
"They certainly don’t work for the clients and without question, listeners have way too many choices to think we’ll "force" them to hang until "we’re done". We also know that those consumption patterns have changed dramatically with the dependence on the smartphone and that they consume in "smaller chunks" at a time. In most cases, consumers don’t listen for hours straight of radio very often…and when they do, they usually aren’t listening intently. They consume in smaller "chunks" of time."
Paulus is changing the current commercial breaks of two 5-7 minute stop sets per hour to 4-3 minute breaks per hour on one of his stations in the market on Country WGH 97.3 FM The EAGLE and to 4-2 minutes breaks per hour on another, Classic Hits WVBW 92.3 FM The WAVE. No more than 4 units in any break on either station.
Paulus adds, for the listener, we’re presenting commercials in a way that they’re used to consuming already. "How many times to you watch someone click on a you-tube/video link and say “too long” #if it’s over two-three minutes# but watch it if it’s under two-three minutes? As far as music count goes, this still allows from 11-13 songs per hour on the Eagle and 13-14 songs per hour on The Wave.
No comments:
Post a Comment