> Just out of curiosity, was the 2:45 end of the show followed
> by a 15 minute commercial break (if you want to call that a
> "break") before the next show at 3:00?
> 18 minute commercial "breaks" are not unusual during Howard
> Stern. I think if I were an advertiser in any other shift
> other than Stern, I'd be really upset if I were in a break
> longer than six minutes. Who is going to listen to all of
> those commercials in a row?
And there you have a big reason Infinity is embracing FM Talk. There's a ton more inventory available. This, along with the prime demographics, is why you'll often see Hot Talkers and Sports Talkers among a market's top billers, even though their ratings aren't that impressive. It's worked for years on stations like New York's WFAN and DC's WJFK.
It's interesting to see the divergence in the top 2 radio owners' strategies: Clear Channel tell us less is more and aims for 30 second commercials and 3 minute stopsets. Infinity's doing the exact opposite, expanding it's inventory to almost 30 minutes each hour on Talk stations.
I think Clear Channel's got it right. I can't get into FM Talk because the commercial load just kills it for me. Infinity is going to run up against the law of diminishing returns when no one wants to be the 10th spot in a break. It's going to be glaringly obvious once Arbitron starts using PPMs.
FM Talk isn't a bad idea. It's the way Infinity is executing it, with "Free-FM" branding and 15 minute spot breaks, that's going to be a failure.