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Excellent Radio Commercial For Surprising “Product”

Radio Commercial CritiqueI hope the International Radio Creative & Production Summit attendee whose spot I critiqued in this video will come forward to identify himself (I do remember it was a he) and receive the public credit he deserves.

I think I know who it was, but I’d rather not rely on my memory.

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  • Phil Bernstein November 9, 2015, 12:32 pm

    As a listener, I love it. As you point out, Dan, they do a great job of holding a mirror up to the audience and showing real life.

    I’m wondering, though, how successful the commercial will be in attracting new listeners to the radio show they are trying to promote. It takes 35 seconds to mention the title, and there is no context. It is only about the 50-second mark that you find out what it is you are supposed to do – listen to Enter His Gates, which is a radio show on Sunday.

    When on Sunday? The commercial doesn’t say.

    You’re asking the listener to stick around a long time to get to the sales message. The first time through, it’s entertaining enough to hold them in place.

    After that, though, the surprise is gone. Unless the show is already familiar to them, or they were convinced by the very first exposure to tune into the show, they will need to be reminded of what to listen to and when. I fear that this takes so long to get to an incomplete call to action that most listeners will be gone by the time they get there.

    The whole thing is so well done that I hate to kill the buzz, but I’m not sure it sells hard enough to do the job.

  • Dan O'Day November 9, 2015, 7:54 pm

    @Phil Bernstein: You raise a good point. I wouldn’t offer this spot as an example of a way to attract new listeners, but it does a good job of reinforcing the connection between the show and its listeners.

    For occasional listeners, keeping it more top-of-mind may result in more frequent listening.

    For loyal listeners, it reinforces the wisdom of their having chosen that program to listen to.

    Either way, though, you’re right: They did need to tell the audience what time to program airs.


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