Entercom is trying an experiment in Seattle
KNDD-FM (The End) plays “alternative” music and will now limit commercial breaks to two minutes, three times an hour
http://www.1077theend.com/
The station has about a 3% share -they own 4 stations in the market.
The idea is that if the number of commercials are cut in half, they’ll be more valuable because the station will attract more better listeners who will actually listen to the ads
This begs the question: “Does anyone really listen to the ads?” I know I can repeat some from rote because day after day of having a message spoken means I memorize it whether I like it or not. All in all, I despise commercials altogether. I would support that format for the simple fact of less ads.
100% agreed. Some radios now let you rewind what you heard so you can listen to the last couple songs again rather then the commercials. Something to look for in a new radio.
An example (not a recommendation)
http://www.ebay.com/itm/BRAND-NEW-PURE-ONE-CLASSIC-II-BLACK-DIGITAL-FM-RADIO-PAUSE-REWIND-LIVE-RADIO-/280799413869
I think the problem is more poor targeting of ads. If Krispy Kreme or Pizza Hut had an ad, it might be more interesting than the show. Play a PSA accusing me of being a racist, driving drunk or forgetting I put a child in the back seat of my car, I turn it off. Do that enough times, I delete you from my radio presets.
How about those sexist Joan Lunden “a place for mom” ads that ran in high rotation on Father’s Day?
They can easily plan this out, because there are no actual human beings working at these stations.