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What is the most effective advertising?

J

johnbasalla

Is it better to have a whole bunch ads run in a short amount of time, like over a 2 to 3 hour period in Morning Drive for a few days, and up to a week, or spread them out where you will have less ads run per day, but they will last for more days?

What is the Time Spent Listening these days? Is the TSL longer for talk shows?
 
It all depends on what the advertiser s trying to do. If recognition is important, regular advertising in all dayparts or at least 6a-7p, A spot per daypart at different times daily over the long term is good.

Having a limited time sale? Buy as many as you can for the duration. People that listen at 11 am or 3:45 pm buy as well.

TSL varies by station but it is normally accepted people listen on average about 20 minutes at a time. It depends on where you live and the station obviously. In some ways it is almost like asking what a home costs. It can be an answer all over the place depending on station and community. Where I am I have very high TSLs on the station I work for in the home county but that's not the case in the next county south.
 
Repetition is the most effective form of advertising. Especially in radio, that is only audio.

Effective frequency - Wikipedia

en.wikipedia.org en.wikipedia.org

TSL has become shorter in radio, so that means more repetition in order to maximize effectiveness.

Advertisers know what they're buying. They buy impressions, and they know how many impressions they need to make a sale.

Fifty years ago, the average commercial was :60. Now they're :30. But some advertisers want :15 and :10. We sell whatever they want. If they want to own an entire hour, that's fine with us. But no many do.
 
As BigA said; ad agencies took the cue from digital, and have moved to a number-of-impressions model. For radio, that means number of times the spot runs to reach an audience with a short attention span.
 
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