:60s vs :30s
Regarding this comment from Jerry Lee (8/10/06 RBR #155): "The study shows that :30s are 50% as effective as :60s in getting the messaged recalled. I think that we should be very careful in our selling of :30s. If we use them in the Reminder Phase of an Ad Campaign and charge 70% to 80% of the minute rate, we win and the Advertiser wins."
Jerry makes some good points, but this statement, although from a study, amazes me. The primary problem in American radio is this:
- There are so many signals competing for a limited number of dollars per market, that your corporate desire for short-term profits forces you to make poor staffing decisions.
- Your companies (and believe me, I know enough writers and producers in America) undervalue the work and knowledge of your employees. Especially your Creative departments. If you even have one.
- In almost every market (save for the majors), you allow sales people to write commercials and direct the production. This is suicide. Their only interest is making budget. That's their job. They just want to move on to the next sale.
- A well written 30-second commercial will be far more effective in branding a client than a :60 in almost every case. Sometimes, all you need is a campaign of :15s. I write for many US clients, and most of them think that because they have 60 seconds, they have to fill it with talk, offers, "and we do this, toos", or worse - comedy, farts or low-brow humor that THEY like. It's not about them...it's about their customers...and more importantly - the listeners of the station. If you sales people aren't educating the clients, they're just stealing their money.
Thirty-second commercials have been effective in Canada for decades. We have a well developed, profitable radio industry here, despite what applicants to the CRTC say about PBIT (Profit before Interest &Taxes). Thirty-second commercials - when well written, scheduled effectively and properly explained to the clients (Yes - you have to educate the client and their staff) - work brilliantly and can generate impressive revenues for any radio company.
When you invest in Creative, you invest in long-term clients who experience great results.
I applaud Clear Channel for making the move to :30s. It's a smart plan - even if they only thought of it as a way to charge 70% for half a :60. There are thousands of clients in almost every market that will see better results (and expand their buy potential) - if you give them the right message.
Cheers,
Albert Berkshire
Director, GreatCreative.Com
Kelowna, BC
