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Sweepers out, ad bursts in?

F

flip23

Instead of a station sweeper, Indy's i-94 seems to now at least at times be running a 5 second ad burst between songs, with no station identification. Is this the latest trend in radio advertising now that PPM makes identifying yourself unnecessary?
 
It sounds like another "genius" idea from the minds of Cumulus.

I still don't believe that in a PPM world you don't need to identify who you are. People still need to know where to come back to after they go somewhere else.
 
The notion that PPM "allows" stations to not identify themselves is one of the more dumb misconceptions of the methodology. I don't care how you're rated. Strong brands identify themselves regardless of the business. The PPM is causing stations to not only knee jerk in their approach (i.e. "M scores"), but also perpetuate wrong-headed myths about what you can or can't do nowadays. God bless those stations who told Arbitron to stick it. They're not only saving a boatload of money, but they're probably also not paralyzed with fear over different ideas for programming.
 
WIBC has been running "Ah, Royal Spa" 5 second ads for many years. Must work!
 
BobOnTheJob said:
WIBC has been running "Ah, Royal Spa" 5 second ads for many years. Must work!
Click to expand...

Yes, they have. But, they have been in the stopsets. Flip23 is saying that i94 is dropping them in between songs.

There's no problem with 5 second ads when they are included in with the rest of the commercials.
 
With the Royal Spa owner being sued for extreme sexual harassment involving an employee AND his wife, those Ahhhhh Royal Spa spots take on a new meaning. I'd guess they've been pulled at least for now. But the new twist on i-94 is a spot running in PLACE of a sweeper between songs.
 
So does I 94 still promote X-in-a-row, even though they are running ad-bursts between records?
 
flip23 said:
With the Royal Spa owner being sued for extreme sexual harassment involving an employee AND his wife, those Ahhhhh Royal Spa spots take on a new meaning. I'd guess they've been pulled at least for now. But the new twist on i-94 is a spot running in PLACE of a sweeper between songs.
Click to expand...

Pulled? Did they stop paying?
 
I like quicky advertisements between songs. Sometimes. If not overdone.
Sometimes music needs to flow, other times it needs something to clear the palate before the next element or song.

An identifiying sweeper overused becomes as annoying to listeners as a commercial that runs too often.

ANY sweeper mentioning "how many in row" a station plays is annoying to me.
 
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