KRTH "break" sets a benchmark

[Big 121]

After hearing long commercial breaks on KGB and XHRM recently, I loaded a stopwatch in my car. I used it yesterday
for a "break" on KRTH. 9 1/2 minutes of straight commercials+promos. Drove from Grossmont to I-15 without hear-
ing ONE of KRTH's "Greatest Hits On Earth" . Crazy. Weeks back, KGB hit 6-1/2 minutes.
On DISH, TVLAND and SPIKE are extending some 1/2 and 1 hr. shows to 35 and 65 minutes, all added commercials.
A taped ESPN NHRA event had 35 commercials in the first 40 minutes. A really bad Trend for both radio and TV.
So, the big Question-Why do the L.A. listeners of KRTH endure this concept on the #2 station??
(At 12:30 this morning, another KRTH "break" was 'only' 5 1/2 minutes)
Big 121

 

[KHV1540]

Crazy isn't it? One day I was flipping between K-earth and the Walrus, K-earth went
into one of their notoriously long commercial sets, so I switched over to the Walrus,
the Walrus had already went through five songs while K-earth was still running their
commercials. KRTH's long commercial sets could be a reason why the Walrus is at
#3 in the ratings.

 

[theharleyshow]

Wouldn't you love to be the advertiser who's spot is 7th in the break? Who's going to hear it?

 

[KHV1540]

Wouldn't you love to be the advertiser who's spot is 7th in the break? Who's going to hear it?

True! By the time spot#6 comes up, the listener has flipped to another station. ???

 

[SDRadio]

I remember sets with Howard Stern on XETRA-FM/91X being way way way way way way way way way way long. 20 plus minutes

 

[davideduardo]

Wouldn't you love to be the advertiser who's spot is 7th in the break? Who's going to hear it?

If there is tuneout, it is in the first or second spot. At that point, the tune-out is small. That is why stations have two loooong breaks, not three or four.

Since most listening is not in the car where there are push buttons, even the beginning of the stopset is not a cause of extreme tuneout.

 

[Garrett]

I will not argue with anything that has been said here by the last two posters. When I worked at KJQY, we had scotch tape on the studio wall clock for when we were supposed to be out of our spots. This was because they wanted us to be back playing music while the competition (Kyxy) was still in their stopset. We also had "drop songs" on the playlist, so that we could keep on time, again in order to stay on the stopset schedule. I remember I got in trouble once for failing to "drop" a song and stay on schedule. Todd and Gene were constantly monitoring the competition to see how they were adjusting their breaks.

Of course, it was over 10 years ago, blah blah blah.... The business model has changed, blah blah blah.... Computers do it all now... blah blah blah blah...

 

[TheBigA]

I find it interesting that news/talk audiences complain a whole lot less about stopset length than music audiences. And on average, stopsets are longer and more frequent in news/talk.

 

[SDRadio]

I find that very interesting, Garrett, you had to monitor the other station that was probably monitoring you. Who was on first?

Do advertisers wonder if the audience listeners are confused when a Honda/Toyota/Ford/Nissan commercial run right next to each other. The disclaimers on requirements are at a sound frequency where you cannot hear them clearly in a moving vehicle.

 

[landtuna]

...KRTH. 9 1/2 minutes of straight commercials+promos. Drove from Grossmont to I-15 without hearing ONE of KRTH's "Greatest Hits On Earth" . Crazy. Weeks back, KGB hit 6-1/2 minutes.

I haven't timed radio but I would say that a 6-min commercial/promo break is becoming the norm and is the biggest reason I don't listen much any longer. Because commercial breaks tend to be long my first reaction is to switch between my two favorite stations. If the second one is also on break I just switch to CD and am done with radio.

I prefer listening to radio but I don't tolerate neverending commercial breaks.

On DISH, TVLAND and SPIKE are extending some 1/2 and 1 hr. shows to 35 and 65 minutes, all added commercials. A taped ESPN NHRA event had 35 commercials in the first 40 minutes. A really bad Trend for both radio and TV.

The explosion of commercials on TV is one reason I cancelled my sat subscription last year and only watch OTA programs by time-shifting. I watched a very rare (for me) movie on one of the indies here last week. Every 15 minutes had 10 minutes of movie and 5 minutes of commercial.

Although NHRA used to be one of my favorite pastimes I no longer watch. No fun constantly having your finger on the "fast forward" button.

I'd submit both radio and TV are killing the golden goose.

 

[TheBigA]

I'd submit both radio and TV are killing the golden goose.

I'd submit there are lots of things killing the golden goose, including the public's unwillingness to pay for things it enjoys. The obvious alternative to sitting through commercials is satellite radio, but that would cost money. Another choice would be internet radio, but they too want your credit card number. With regards to TV, especially sports, the rights fees have increased geometrically with every new contract. We will soon come to a point where the most popular sports events won't be available on "free TV." I foresee a point where radio will go the same route. Free radio will be for low grade content with lots of commercials, while the more popular features will be stuck behind a pay wall of some sort.

My point here is that the "golden goose" isn't as golden as it once was either. And there's not much that radio can do to change that. The number of media choices has cheapened the value of content. Fewer commercials won't make it more golden, and it also won't change the public's percention about commercials. So what difference does it make?

 

[Big 121]

Ahhh, 2am, and time for an update. Friday afternoon's 3:21pm break was longer.. an added promo for the Jackson Tribute. Total time=9min, 45sec. At 3:30 ,it's already heavy w/commuters on all the freeways around here. LOTS of button-pushers.(not applicable to NYC or Ecuador) And research shows that there is quite a bit of tune-out as the spots progress.
And yes, Walrus is quicker getting back to music; and has superior audio quality, compared to KRTHs bass-heavy/pumpy sound.
Also in some places, KOLA can be a substitute, altho I've heard, but not timed, long breaks with them.
About KGB's 6 min. breaks; whatever happened to "Less is more"? Maybe that applies only to having local, live talent.
Slightly off-topic, BUT- have KSIQ go off , so the North Park pirate boys can pop back on? They were live and local, with evening
call in shows and were way more entertaining....

Big 121

 

[TheBigA]

At 3:30 ,it's already heavy w/commuters on all the freeways around here. LOTS of button-pushers.

By the same token, a captive audience, perfect for advertisers. That's the time you want to hit prospective customers, not 3AM.

 

[jprg]

Well folks that's why I listen to my iPod, with the a lot of the music that KRTH plays. All music - no commercials. Great reception

 

[davideduardo]

At 3:30 ,it's already heavy w/commuters on all the freeways around here. LOTS of button-pushers.(not applicable to NYC or Ecuador)

Actually, 10-3 has the highest usage of radio. And in-car is only about 30% of total radio listening overall. It's about 26% in the New York market (only Manhattan and environs has less car usage... the suburbs, part of the MSA, are no different than Irvine or Sylmar.

And research shows that there is quite a bit of tune-out as the spots progress.

No, it does not. There is an immediate hit, no matter how many further spots there are, and very little tune out after the second spot. So, station realize the danger comes from the first spot, not the 5th or 6th. Nearly every music station in a larger rated market has two stopsets, as they know each additional one simply is another chance to lose more listeners.

And yes, Walrus is quicker getting back to music; and has superior audio quality, compared to KRTHs bass-heavy/pumpy sound.

One is a San Diego market station, and the other is an LA market station. Neither has any interest in the other market.

 

[JohnnyOhJohnny]

I would be happy to pay $15 a month not to hear commercials. but then I wouldn't be able to listen to Shotgun Tom. you can't win!