{"id":19658,"date":"2017-05-30T00:14:22","date_gmt":"2017-05-30T07:14:22","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=19658"},"modified":"2017-05-30T11:05:59","modified_gmt":"2017-05-30T18:05:59","slug":"60-second-radio-spots","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2017\/05\/60-second-radio-spots\/","title":{"rendered":"Radio Staff Told to Sell 10-Second Ads Because 60s Are \u201cTune-Outs\u201d"},"content":{"rendered":"

\"\"<\/a>A Loyal Reader Writes:<\/span><\/strong><\/span><\/p>\n

I write\/produce\/voice commercials for a living.<\/span><\/p>\n

Our sales staff has been told sell more 10s, 15s and 30s. Sixty-second ads, according to research in People Meter Markets, are tune outs because people won’t listen through a 60-second ad for a product that they aren’t interested in.\u00a0\u00a0 \u00a0<\/span><\/p>\n

The example given to me was people won’t listen through a 60-second ad for Lasik eye surgery if they don’t need it. Apparently, they will listen through a 30-second ad for it, though. <\/span><\/p>\n

I’m curious if this cuts across all demos and formats. \u00a0<\/span><\/p><\/blockquote>\n

Dan Replies:<\/span><\/strong><\/span><\/p>\n

It cuts across all demos and formats…but not across all stations and programs.<\/span><\/p>\n

More about that in a moment. But first….<\/span><\/p>\n

Two Predictions About That Radio Station<\/span><\/strong><\/span><\/h2>\n

If your sales manager (or perhaps it’s a consultant?) believes it’s the radio station’s job to maximize the number of people who will sit through commercials that don’t interest them, then:<\/span><\/p>\n

1) I can confidently predict that your station experiences a high turnover rate among its clients<\/span><\/p>\n

and<\/span><\/em><\/span><\/p>\n

2) God help business owners who rely on your account executives for wise counsel and guidance in maximizing the return on their advertising investments.<\/span><\/p>\n

We didn’t need to wait for the advent of the Portable People Meter<\/a> to know that for many listeners, commercials of any length \u2014 10-second spots<\/a>, 15 seconds, 30 seconds, 60 seconds \u2014 are potential tune-out factors. <\/span><\/p>\n

One Variable PPM Cannot Control For<\/span><\/strong><\/span><\/h2>\n

One variable the PPM research is unable to control for is “people who will listen to bad<\/em> 60-second commercials vs. people who will listen to good<\/em> 60-second commercials.”<\/span><\/p>\n

Many people assume a “good” radio spot must be “entertaining.” <\/span><\/p>\n

They further assume that “entertaining” = “funny.”<\/span><\/p>\n

They are mistaken.<\/span><\/p>\n

An entertaining ad that doesn’t attract the attention of the target audience isn’t a good spot.<\/span><\/p>\n

An entertaining commercial that attracts the attention of the target audience but doesn’t communicate a single Core Message that motivates that audience to take the action the advertiser wants them to take isn’t a good spot, either.<\/span><\/p>\n

A good radio spot might be entertaining…but it doesn’t have to be. <\/span><\/p>\n

It might be “interesting” or “compelling” or “provocative.”<\/span><\/p>\n

Quite possibly it’s interesting only to the audience it’s trying to reach…regardless of the commercial’s length.<\/span><\/p>\n

A 30-second radio commercial that begins, “Attention, plumbers!” might well attract the attention of the targeted listeners while encouraging everyone else not to pay attention to the rest of the message.<\/span><\/p>\n

It’s not that commercial’s “job” to keep the attention of people who have no interest in the product or service being advertised. <\/span><\/p>\n

Its job is to generate the well-defined desired result<\/a> from the people it’s attempting to reach. <\/span><\/p>\n

The Two Ways to Get “Disinterested” Listeners Not to Change Stations<\/span><\/strong><\/span><\/h2>\n

There are only two ways to get “disinterested” listeners to sit through a spot whose message is irrelevant to their lives:<\/span><\/p>\n

1) Make that commercial listenable even to non-targeted audience members.<\/span><\/p>\n

or<\/span><\/em><\/span><\/p>\n

2) Give those audience members a reason to keep listening.<\/span><\/p>\n

3 Sure Ways to Keep People Listening<\/span><\/strong><\/span><\/h2>\n

The three surest tools with which to keep people listening<\/a> are:
\n<\/span><\/p>\n

\u2022 Compelling programming<\/span><\/p>\n

\u2022 Promoting (an upcoming element)<\/span><\/p>\n

\u2022 Teasing (an upcoming element)<\/span><\/p>\n

Earlier I mentioned that the PPM research cuts across all demos and formats…but not across all stations and programs.<\/span><\/p>\n

The stronger the affinity listeners have to a station and, especially, to a host, the longer and more willing they are to sit through a block of commercials.<\/span><\/p>\n

The great radio personalities craft their shows and hone their performing skills to the point where their listeners are afraid to tune out even for a couple of minutes, for fear of missing something.<\/span><\/p>\n

Y’know what? Forget “great.” <\/span><\/p>\n

A jock only needs to be “good,” because keeping the audience for as long as possible is part of the challenge of being a personality.<\/span><\/p>\n

“Giving people a reason to listen even when a ‘boring’ commercial airs” is the job of Programming, not Sales. <\/span><\/p>\n

It’s certainly not the job of the copywriter\/producer\/voice talent.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A Loyal Reader Writes: I write\/produce\/voice commercials for a living. Our sales staff has been told sell more 10s, 15s and 30s. Sixty-second ads, according to research in People Meter Markets, are tune outs because people won’t listen through a 60-second ad for a product that they aren’t interested in.\u00a0\u00a0 \u00a0 The example given to […]<\/p>\n","protected":false},"author":30,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-19658","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRadio Staff Told to Sell 10-Second Ads Because 60s Are \u201cTune-Outs\u201d<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2017\/05\/60-second-radio-spots\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Radio Staff Told to Sell 10-Second Ads Because 60s Are \u201cTune-Outs\u201d\" \/>\n<meta property=\"og:description\" content=\"A Loyal Reader Writes: I write\/produce\/voice commercials for a living. Our sales staff has been told sell more 10s, 15s and 30s. Sixty-second ads, according to research in People Meter Markets, are tune outs because people won’t listen through a 60-second ad for a product that they aren’t interested in.\u00a0\u00a0 \u00a0 The example given to […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2017\/05\/60-second-radio-spots\/\" \/>\n<meta property=\"og:site_name\" content=\"DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DanODayRadio\" \/>\n<meta property=\"article:author\" content=\"http:\/\/www.facebook.com\/DanODayRadio\" \/>\n<meta property=\"article:published_time\" content=\"2017-05-30T07:14:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-05-30T18:05:59+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2017\/05\/stopwatch-10-seconds.jpg\" \/>\n<meta name=\"author\" content=\"Dan O'Day\" \/>\n<meta name=\"twitter:card\" 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