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30-second radio commercials60-second radio commercials








Remember when Clear Channel tried to convince advertisers that “less is more” and that 30-second radio commercials are more effective than :60s?

That campaign, of course, had nothing to do with advertising effectiveness and everything to do with radio station inventory management and profit maximization.

So which is the preferred length of a radio ad?

The answer often depends upon for whom you’re asking — the radio station or the radio advertiser.

This video contains the answers, as well as the surprising discovery that the length of a commercial break has less impact on audience tune-out than…Well, let’s hear what the guy in the video has to say.

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  • Alexis Gorman October 12, 2015, 3:32 pm

    I’m shocked. It’s the first time I’ve listened to your voice Dan. A radio guru? An expert? Good grief, you have a voice that needs serious correction, serious speech work! Your sibilance is just terrible, combined with that awful “shhh” sound “shhwaaying” through ever word with an “s” sound. Horrible! Get off the air! Shocked, I tell you! Shocked! Go to speech class or therapist! How can anyone take you seriously?

  • Tad Shackles October 12, 2015, 3:58 pm

    Alex Gorman… So right, I mean could you imagine if people with non traditional trained voices did radio… I mean what would the world come to if people who spoke like actual people had a microphone. It’s like imagine if there was some guy with a voice like gargled glass shards did a pop music show and howled at the moon on the mic!? That guy would be fired in a minute! He surely wouldn’t be the most popular 12 – 24 jock in the country for decades and create a cult following for years afterwards.

    Or or wait what if there was a guy with a terrible nasally deep voice and a mild lisp who went on the air and babbled about sex and other topics that NOBODY talked about in his era, I mean if someone broke the mold like that they would probably be jailed and banned from ever coming within 100 feet of a microphone ever again. No way that guy would become one of the most famous people in the world and create some of the most memorable and highest rated bits in radio history… No way LOL!


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