This is a good point. When the listener is tuned in and actually paying attention to the DJ then a segue into commercial isn't as stark as if the music stops and we're blasted with a long stop set. I'm no longer a regular radio listener but before I left for private pastures it occurred to me the days of the interesting DJ's was long gone. The music then became background and anything that interrupted that background irritated me.
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Stopset length/frequency idea
- Thread starter Route 222
- Start date
This is a good point. When the listener is tuned in and actually paying attention to the DJ then a segue into commercial isn't as stark as if the music stops and we're blasted with a long stop set. I'm no longer a regular radio listener but before I left for private pastures it occurred to me the days of the interesting DJ's was long gone. The music then became background and anything that interrupted that background irritated me.
When the listener is tuned in and actually paying attention to the DJ then a segue into commercial isn't as stark as if the music stops and we're blasted with a long stop set.
Which is why it's possible to run more commercials in news/talk/sports formats. Talk is talk, and it doesn't matter if it's the host or a spot. In fact, if you can have the host do a live read of the spot, then it's more effective. Having said that, it's why there's more money to be made in morning drive, where the focus is on the personality and less on the music. The rule about two breaks an hour may not apply, because it's mainly a talk show anyway. Everything is sponsored, from the weather & traffic to various features.
The one time I bother with stations that do that is Christmas. And that's what I do.I may be an exception but if I am listening to a station known for long commercial breaks I will hit the pre-set the moment a commercial begins - because I know the next 5-6-7-8 minutes will be a waste. No decision to be made. No matter what's coming up next. It matters not.
The rest of the year, most of the stations I listen to whether in the car or online have short, frequent breaks and I can live with them. I actually hear the commercials. The other stations can forget about that.
There is one station in the car, if I'm in range, where one sponsor takes each hour, and breaks are rare. When I sent them an email saying how much I liked their music, they said we don't make much money but we play the songs no one else will.
As recently as 1992, there was one station where I live that played mostly big band music that did many of its commercials this way.Wow.
And yes, a song, a spot, a song, a spot----that was how it was done pre-Drake.
Would love to know the call letters of the station selling sponsors by the hour. It's an interesting idea when sales are not through ad agencies but rather direct buys. There was a station running smooth jazz many years back that always had a few 60 minute music hours during the workday sponsored by a single business. Each sponsor got 4 ten second spots in the hour. The station marketed this with listeners implying that the business bought all the commercial avails in the hour to bring you a 60 minute music hour. Since they weren't so reliant on agency sales, they made this work for them.
https://www.mytotalradio.com/WAIZ/Would love to know the call letters of the station selling sponsors by the hour.
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