CONSULTANT TIPS

Brian Wright (Audience Development Group)

How To Make Commercials Work For You

We all know radio makes money by running commercials. We also know that one of the primary reasons people tune away from radio is because of commercial content. So, do we continue to look at commercials as a necessary evil or do we actually do something about it? We suggest you begin to do something about it. Even after you have exhausted all of your inventory management systems there is still more you can do.

You may have noticed we referred to commercial content as being the cause for tune-out. This not only refers to the number of commercials you run but also the actual content of the commercial itself. Tune-out, due to commercial stopsets, can be greatly reduced if the content of the spots are aligned with the needs of your target audience. So just as we target our music, we need to target our commercial content as well. Listeners will not quickly push the button when commercials play if those commercials are entertaining, reflect their needs and show a perceived value on goods and services that matter most to them.

As we fight for every dollar, it is critically important to maintain programming integrity for strong ratings which in turn will give us healthy spot rates. Many radio stations have been operating under the unspoken rule that states, “If people are going to tune out during commercial stopsets anyway, there is no real need to manage our inventory or align our spots to our target, we just hope they come back.” This puts needless strain on programming. This unspoken rule put you in a position of mortgaging the future of your station. Short term revenue tactics rarely, if ever, lead to long term strategic value for the station. When Coke, Pepsi, Nike, Converse, etc put their commercials together they work very hard to make sure they are perfectly aligned with their target audience. Meanwhile, many ads we hear on radio are as exciting as watching a glacial temperature change in the Arctic on the N.A.S.A cable channel. We have to do a better job in this area.

Developing  “Target Features” could really help you in this area. These are 30-40 second features designed for maximum interest to your target, then sold to various clients that match the content. An example might be: BODY DESIGN with personal trainer Fonda Mussels (names may vary). 60 seconds total, including commercial content. Find a local trainer that is outgoing and can give quick-hitting and powerful tips, and you are on your way. Another example may be: GIRLS WHO LOVE CARS with car expert Sharon Lanes. Listeners in your area spend millions on fitness/losing weight and cars, why not go with this built in interest and profit from it? There are so many ideas in this area just waiting to be used. It provides a premium to sell and they will not be a tune out when aligned with your target. It really is a win-win situation. Start planning now.

Brian Wright
Audience Development Group
100 Grandville SW. Suite 602
Grand Rapids, MI. 49503
Phone = 616-940-8309
Fax = 616-940-9105
Audience Development Group

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