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Radio: It’s Time to Make a Change to our Approach to Ads

As researchers, we’re often asked what do listeners perceive as the ideal number of spots in a commercial break: do listeners prefer shorter, more frequent breaks, or longer, less frequent breaks?  As consultants, we’re constantly advising our clients on the ideal clock structure to maintain time-spent-listening and minimize tune-outs.  Regardless of whether we’re looking at this situation from a researcher or a consultant’s perspective, the data has been conclusive in asserting that playing “too many commercials” is a major justification as to why a listener changes the station or stops li