Darren Marlar writes:
“We’re airing this thing on our station. It just kinda rubs me wrong — essentially we’re airing a commercial bashing the main stream of revenue for our radio station: commercials.
“Are we so desperate for ad dollars that we’re now allowing advertisers to bash our product on our own airwaves?”
The Commercial
That is an exceptionally stupid commercial.
Not because it ridicules radio, but because it makes no sense.
The story is about watching TV without advertisements…until suddenly, bizarrely, it swerves and becomes about the fact that commercial radio has ads.
Huh?
And radio stations that actually agree to run this spot?
Even more exceptionally dumb.
The ad attempts (and miserably fails) to promote the Dish Network by ridiculing the programming (yes, the programming, which it implies is ruined by advertising) on the radio station playing the commercial.
While the spot is a dud in terms of making sales for the advertiser, listeners do hear the “this radio station is filled with annoying commercials” implication.
Y’know….“Annoying commercials such as this one.”
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Unfortunatly this a “barter” spot for us and runs in their schedule, we have no control, well I take that back we do have control, the suits just prefer to take the money instead not insulting the listener. I brought the spot to the attention of the GM, still awaiting what we’re to do about it.. Personally, I think it’s an insult and I don’t even have Dish Network, nor would I subscribe to it, I have cable and I’m happy with that..
Not to mention that it’s and ad that is ridiculing… ads.
Not far from a little promo running on a nationally syndicated, overnight, country show distributed via a very large satellite channel, in fact I think they’re one of the Premiere ones out there….
The host spends a lot of time talking about the I HEART RADIO app, and how awesome it is.
Unfortunately if you’re not in the ownership group that’s in charge of that, this cute little promo allows you to advertise a competitor on your airwaves.
@Cliff: I haven’t heard the spot, but I’m guessing it doesn’t actually attack the radio station that airs it.
Accepting an advertisement for something that can be perceived as “competing” with the station is not necessarily something I object to…
….because so many things DO compete with the radio station. Anything you advertise that cannot be done while listening to your station can be perceived as “competition.”
When you run ads for a new movie, you’re telling listeners, “Hey, go see this movie, even though while you’re in the theater you can’t possibly listen to this radio station.”
That movie theater experience competes for your listeners time & attention. But I don’t object to running commercials for it, because it’s promoting something that simply is a part of the audience’s life.
On the other hand, I might think twice about airing a commercial that says, “Boy, the radio station you’re listening to right now really sucks. You should stop listening to this crap and instead go to this wonderful new movie…”
Strange ad, yes ads are alive and well on radio, but I don’t listen to the radio to watch TV. They are mixing two types of media, promoting one over the other, when the two aren’t in direct competition, I mean who tunes into the radio to watch the Sopranos, and who really turns on the TV to listen to the music while working in the yard or driving home.
“Ever wonder if there is life elsewhere in the universe? Ever not been able to hold it until the next rest stop? Ever words words something something? Well head over to Larry’s house where it’s chicken dinner Thursday every Wednesday. Armpit fart noises!”
Same spot.
Not strictly on topic here — but last November I heard a DJ say on the air “If you’re like me, you do most of your Christmas shopping on-line”. I’m sure the local retailers who contribute to his paycheck were thrilled to hear that. In recent years it seems radio has become deliberately suicidal.
Yes, you have to run the ad… but edit out the negative comments about commercial radio! The spot is a few words less, but the client still sells their product.
First, hello to my friend Darren Marlar – thanks for sharing. I’ve never heard this spot before – glad it’s not an issue on our stations.
@Ed: You read my mind! (or great minds think alike?). 🙂 As I was listening to the spot I was just thinking how easy it would be to edit out that little segment that bashes radio ads. (Note: For the record, Neal Angell does not recommend, promote, encourage, sanction, support, advocate or otherwise condone the editing of an advertiser’s commercial to make it less stupid, regardless of how minimal the likelihood of said advertiser discovering that any such editing has taken place).
this ad is hilarious.
the radio station that has the balls to play it is fearless, funny, and demonstrates a superior intellect for humor.
the constituents that can’t see this humor are either immature, timid, conceited, lack confidence in themselves, or some combination of all that.
if you’re that injured when you take a poke at yourself you’ve gone soft and you should do so a little more often to build up some resistance.