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Shrinking Music Marathons

  • Thread starter RunWithScissors
  • Start date

R

RunWithScissors

Guest
There was a time when MMR's MM's were 20 songs, then 10, then 6, now they are down to 3 or 4. I guess when you are the only game in town you can do what you want. Like I said, competition makes for better radio but not with these FCC rules on ownership.
 
Actually, recent research has shown that listeners don't care for a 2o, 10, or 6 song marathon. Especially when you follow it with 7 or 8 minutes of commercials.

They'd rather have shorter commercial breaks.
 
I'd rather hear 4 songs and 2-3 spots than 20 songs then suffer through 20 spots! Most blocks aren't necessary to help tsl.

Marathon music resulting in marathon spot breaks are poor programming, poor time management, and it keeps the sales people having to apologize to advertisers and explain why their schedule didn't work.
 
Another post quoted the Coleman study on commercials a few days ago.This study focused on commercials rather than music sweeps. What turned up most interesting was that adults, mostly 35-54 and older tolerated the spot breaks and did not tune out.Not surprising, most tune out was by younger listeners.
IMO,most prudent Broadcasters will not add time to commercial breaks, but may take the same block of time and convert to 30s, 10s, 15s,etc. Old thinking was units are units and thats what the listeners count. this study says it's time not units.5 minutes or less was not a detriment in a break. The challenge is a lot of stations run two 6 minute breaks.
Will they go back to three 4 minute breaks and give up the sweep?
The marathons you mentioned getting shorter...will they get longer when the holiday rush is over? Do you recall from other years?
 
And regarding longer breaks..anyone remember when WIOQ and WUSL were not sister stations in the early 90s and Q launched a one spot break an hour campaign? It was a trainwreck of tune out and advertiser abuse. Who'd want to be spot # 6 or after??
 
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