Friday, June 29, 2007

Commercial Loads Are UP From A Year Ago

Media Monitors CEO Philippe Generali tells Inside Radio that commercial inventory cutting seems to have come to an end. The "race to go down has stabilized" with the average commercial minutes per hour holding steady.

Generali says the number of :30 second spots is also holding steady - now accounting for 39% of radio spots. The radio industry averages 13.4 minutes per hour of commercials, compared to 13.3 minutes one year ago.

Since both Inside Radio and RCS' Media Monitors are Clear Channel companies (and, thus unlikely to report bad news about CCU initiatives), I'd say it's time to officially conclude that less has turned out NOT to be MORE..

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