WNCI had 21 minutes of commercials in the 11:00 am hour

[TheBigA]

The FCC will get involved in regulating the internet. That will come sooner or later. Maybe we will have to license every device that uses the web. That way if a creep or a jerk says something stupid the government knows who it is.

They will need permission from congress to do it. The current communications act doesn't allow for it.

 

[TheBigA]

If broadcasters think 21 minutes of commercials in a row are fine?

I never heard of 21 in one hour until this thread began. Most stations max out at either 12-14 minutes total broken up in either two or three groups. The OP said they weren't all commercials. Some were promos or other non-music content.

 

[davideduardo]

If you believe advertisers are fine with their commercials being buried toward the middle or end of a 21 minute stop set, I have a bridge in Brooklyn for sale!

I strongly doubt this fact has been disclosed to the advertisers.

Radio advertisers look at the minute by minute data and realize that 80% or better of listeners keep listening through the entire stopset. There is ample data on this. Stations realize that if anyone is going to leave it will be in the first minute or so and if they have fewer... even if longer... stops, they will lose fewer listeners.

Few if any folks posting here are complaining about the concept of radio stations playing commercials. The complaints pertain to the excessively lengthy nature of some stations' stopsets.

And the research supports fewer but longer stops.

 

[Nu_Roo_2]

Radio advertisers look at the minute by minute data and realize that 80% or better of listeners keep listening through the entire stopset. There is ample data on this. Stations realize that if anyone is going to leave it will be in the first minute or so and if they have fewer... even if longer... stops, they will lose fewer listeners.

And the research supports fewer but longer stops.

Is that 80% necessarily listening through the stopset, or just leaving the dial where it is? Does any of that research mention degree of maintained engagement through the 12-minute stopset, and the extent to which later-in-the-stopset listening translates to product or service sales? In fact, could it be that end-of-stopset ads are actually more effective, in that the earlier impressions have been mentally displaced by later ones?

Also, I'd be curious as to how recently the research that supports fewer but longer stopsets was conducted/updated, especially given the changes in alternate audio options over recent years.

I'm not making any assertions here, just raising questions.

 

[gr8oldies]

Is that 80% necessarily listening through the stopset, or just leaving the dial where it is? Does any of that research mention degree of maintained engagement through the 12-minute stopset, and the extent to which later-in-the-stopset listening translates to product or service sales? In fact, could it be that end-of-stopset ads are actually more effective, in that the earlier impressions have been mentally displaced by later ones?

Also, I'd be curious as to how recently the research that supports fewer but longer stopsets was conducted/updated, especially given the changes in alternate audio options over recent years.

I'm not making any assertions here, just raising questions.

A lot depends if someone is interested in the product or service being offered. If I'm looking for a car, the car dealer ads generally don't interest me.

 

[davideduardo]

Also, I'd be curious as to how recently the research that supports fewer but longer stopsets was conducted/updated, especially given the changes in alternate audio options over recent years.

That's easy. All you have to do is look at the flow of total listeners in each hour and you find that 4 stops causes more total person attrition than 2 does, and you get a better ratio of incoming (or continuing from prior hour) to outgoing.

 

[TheBigA]

In fact, could it be that end-of-stopset ads are actually more effective, in that the earlier impressions have been mentally displaced by later ones?.

I brought this up earlier in this thread. Listeners use radio differently. It's not one mass of people listening all at the same time. Listeners come and go. The listening follows individual behavior, rather than behavior following the listening. There's a difference. Some listeners may tune in to the station just in time to catch that last spot in the break. So for them, it was just a :30 second break. Then they hear an unbroken 20 minute music sweep. Very different experience from the one being discussed here.

You asked about engagement, and that's more likely research done by advertisers than by broadcasters. The advertisers are the ones who want to measure listener engagement with advertising. The research done by broadcasters measures listener engagement with the programming.

 

[TheBigA]

Radio advertisers look at the minute by minute data and realize that 80% or better of listeners keep listening through the entire stopset.

This may come as a surprise to radio fans, but some advertisers know and understand radio better than people who work in radio.

Once again, it's their money. Before they spend it, they do the due diligence to make sure it's money well spent and serves their interest. They're not spending this money as a public service or for the benefit of music fans. They're doing it to sell products and make money.

 

[BruceB]

That's easy. All you have to do is look at the flow of total listeners in each hour and you find that 4 stops causes more total person attrition than 2 does, and you get a better ratio of incoming (or continuing from prior hour) to outgoing.

This is interesting. Of course, these studies lump everyone together and people are different.I myself. If I'm in the car listening to our local Jack FM station, I know that they have 2 stop sets an hour each about 7 and a 1/2 minutes long.when one comes on, I will switch to another station and probably not come back again while I'm in the car. But as I said were all different

 

[TheBigA]

This is interesting. Of course, these studies lump everyone together and people are different.

Actually the study in fact points out that people ARE different, and that a percentage stays with stations through breaks, and a percentage doesn't. You're among those who doesn't. There are similar studies for TV, and even for YouTube, where there's an option to skip the pre-roll ad.

 

[Cold Coffee]

Today they played four songs during that period. So, now what?

 

[schmave]

I don't know how many people do this, but for me, on commercial radio shows that I listen to a lot, I get a feel for the length of spot breaks. When the commercials start, I go elsewhere for what I think is about the time to return. I'm, usually, pretty close. If I come back too early, I still know that there can't be that many commercials, and other non-show content left. If I misjudge and come back a little late, I'll either be into an early part of the first song after the break, or I'll know what is being talked about, and can easily catch up.

I do the same thing. I'll cite Bill Cunningham's show on WLW as an example. I listen to a few segments in particular almost every day, and I know to tune in around 1:38 and 2:38 to hear those segments. When I do that, very rarely am I late. Usually, I'm a couple minutes early.

 

[delgriffith]

Was listening to sister station WTVN the other day. From at 4:20 to 4:35 it was all commercials except for a traffic check and a brief news headline update. I gave up listening at 4:35. Either sales are great or they bonus spot out the wazoo.

 

[BruceB]

Was listening to sister station WTVN the other day. From at 4:20 to 4:35 it was all commercials except for a traffic check and a brief news headline update. I gave up listening at 4:35. Either sales are great or they bonus spot out the wazoo.

And people bemoan the fact that radio is dying gee I wonder why? if radio is entertaining people will still listen. fifteen minutes of straight commercials is not entertaining simple as that.
Now people are going to say "they have to do this 'cause blah, blah, blah...but it is not complicated, entertain or turn off the transmitter and surrender the license.

 

[radiofan2023]

People have always tuned out during commercials, this is nothing new

 

[TheBigA]

And people bemoan the fact that radio is dying gee I wonder why?

The problem is radio only has one revenue stream, and now, people don't like paying for anything. That's why.

Give me what I want, and give it to me for free. Otherwise, go away.

entertain or turn off the transmitter and surrender the license.

They do both during different parts of the hour. You're focusing on the payment side, and ignoring the other 45 minutes.

 

[BruceB]

The problem is radio only has one revenue stream, and now, people don't like paying for anything. That's why.

Give me what I want, and give it to me for free. Otherwise, go away.



They do both during different parts of the hour. You're focusing on the payment side, and ignoring the other 45 minutes.

There are internet only stations that don't charge for their music except for 1 minute. when you first log on, there are also broadcast stations like classical music WGUC and classical WDPR and news talk WVXU and WYSO that don't play commercials but have fund raisers several times a year. There are alternatives to listening to stations that play 21 minutes of commercials in a row.

 

[TheBigA]

There are alternatives to listening to stations that play 21 minutes of commercials in a row.

If all you want is music, then that's what you do. As I often say, radio is not in the free music distribution business. They have government regulations to deal with, and staffing expenses. So my advice to you is enjoy your internet stations.

 

[bturner1]

True: If people don't listen, advertisers do not buy commercials. Problem solved. If nobody is listening, then no commercials. The alternative is you pay to listen or send a pledge. People are complaining about how successful advertising is on radio.

 

[BruceB]

True: If people don't listen, advertisers do not buy commercials. Problem solved. If nobody is listening, then no commercials. The alternative is you pay to listen or send a pledge. People are complaining about how successful advertising is on radio.

Sending in a donation pledge works just fine for me.I do it with my local classical station twice a year. During their fund raising drives.
It sure as heck beats hearing the same car dealer add 2000 times.
I don't know if there are rules against it, but I would love to see stations with other formats besides Classical or NPR try the membership route. Classic Rock, AAA, 60s Oldies? Sign me up!