Is heavy HD ad frequency a sign of desperation?

[radioskeptic]

"HD Radio Promos Make Top 10 Spot List ," reads the headline. It seems that the "HD Radio" campaign was the eighth most frequently aired spot for the week of Nov. 6-12.

Here's a link to the item in Radio Magazine:
http://beradio.com/digital_radio_update/Digital_radio_update_112206/index.html#promos

Is this a sign of desperation on the part of iNiquity and its proponents?

 

[Chuck]

It is more likely a sign of having more time inventory than sales to fill it. Typically, the HD spots are run when nothing else is paying the bills.

 

[radioskeptic]

If there are enough slots avaiable that this campaign could become No. 8 in national spot freuqency, there are two possible explanations:

1. They can't sell all their inventory because both TSL and cume are down as a result of the baleful effects of consolidation on programming.

2. They just have too much inventory.

(And number two could explain number one, at least in part!)

And a technical "fix," even one that worked, wouldn't help in either case!

 

[tankedsecondchance]

all good points listed above.

also imho there my be just to many stations left to service the the smaller pool of advertisers.with more national advertisers (autos) currently finding online works very well.

ford just confirmed they will move more to online for 07.