The quality of the commercials is more of a potential tune-out than the quantity.
Today, the greatest missed opportunity in radio is to produce spots that are clever,
ear catching, compelling for listeners to hear and compelling enough to move
product for the client.
When it comes to local “in house”
spot production we turn out a lot of “average” spots. A trend as winning
operators consolidate is to have a full time production person who does nothing
but sharpen the production images for all of the companies properties.
If I were a General Manager, I
would invest more in a Creative/Production department. I would want to have better spots to
lead off my spotsets and create demand in my station’s creative department.
Be known for great
production. Your TSL will go up
(ratings) and make your station in demand for production (revenues)!
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