Is it me or for The Breeze's supposed good 25 to 54 ratings, why are there so many generic sounding national ads? I understand probably some of them are from carrying Delilah, but it seems even in the money daytime hours, all I'm hearing are Charmin Toilet Paper, Subway sandwiches, credit card debt relief, etc. etc. Not many local-sounding spots at all. Ratings are good but is this station making any $$$?
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The Breeze commercials
- Thread starter Route 222
- Start date
I'm guessing you are thinking these national spots outside Delilah are those cheap add ons to sweeten the buys. You are probably right. Lots of agencies I dealt with were working about 3 to 6 months out on buys or market planning. So, I made the cut with a few but waited months to get the first buy. That was usually after a few months of trying to persuade that decision. Could that be the reason? Just a guess. Agencies can act quickly as well. I had a buy from Ally & Gargano in under 48 hours after first contact back around 1990...seemingly a client ordered buy. It was the client that put me in touch.
It is amazing that so many millions allocated for radio advertising do not react right away to new decently and highly rated stations esp. when they could get the time for a good price, but even more so than that idiocy is the stations that have been years removed from dominant ratings still can remain top billers when their ratings show that they are nothing but a shell of their former selves.
If I were an advertiser buying time in Philly, I wouldn't switch to The Breeze from where I've been buying lately. I would want to see probably four or five more months of results before I made a change. And I think that's pretty typical when a new station debuts, especially when the format hasn't been proven in the market for a number of years.
Ad agencies usually look at 3 to 6 books (and exclude December and Holiday books as atypical) before buying.
Local advertisers take the attitude of "I've never heard of it" and it takes a while to get their attention.
Many stations that are low billers, such as WRFF, do not change format because of the opportunity cost of making a change; they loose all existing billing and take 6 to 12 months to get up to speed if the new format works.
Nothing changes.
When I put my first station on the air in 1964, I billed less than $50 a month for the first 7 months. Finally, the combination of an agency's own private survey and local advertiser's feel that the station was popular brought in a lot of accounts... but not before I had begun making plans to close the station!
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