Your competition HAS! In case your owner and/or manager hasn't gotten the message yet, here it is:
New National study: More 30s, Fewer Units & Minutes Per Hour
Media Monitors President Philippe Generali detailed this latest study this morning at the annual Interep Radio Symposium held at Bear Stearns in New York City, comparing spot loads on over 1,000 radio stations in the top 50 markets between 2004 and 2006 which, he said "includes spots which ran as recently as last Sunday." Showing the positive results of an industry-wide initiative undertaken over 2 years ago, Generali said Media Monitors also tracked radio spots for the 4 broadcast weeks including and following Memorial Day 2004, 2005 and 2006, and compared the results as part of this study.
* SPOT BREAKS ARE ONE MINUTE SHORTER:
Back in 2004, radio spot breaks on average ran 8 minutes 30 seconds per hour. The new 2006 Media Monitors study shows the average at those stations dropped to 7 minutes 30 seconds, a decrease of 60 seconds per hour.
* 30-SECOND SPOTS INCREASE to 21%:
In 2004, 13% of the spots on major market stations tracked by Media Monitors were 30s. As of June 2006, the proportion of 30-second spots increased to 21%.
* UNITS PER HOUR DECREASE to 8.4:
Compared to 2004 when stations ran an hourly average of 9.0 units, 2006 shows a decreased average of 8.4 units per hour.
"Almost all the major groups agree with the basic logic behind reducing spot loads," noted Generali from the podium during his presentation. Summarizing the study, he added, "What we found is simple: radio now has shorter breaks, fewer units and fewer spots per hour."
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