Part of Clear Channel Radio CEO John Hogan's "Less is More" edict to reduce commercial clutter includes a push to reduce the standard :60 spot ad length down to :30. :30, of course, is the standard length for TV spots and network radio as well. The thinking is listeners' attention spans are shorter and radio should strive for messages that fit with listeners' fast-paced lifestyles. It's billed as an effort to respond to client and agency feedback on commercial clutter and issues of concern. CC Radio wanted to find some creative solutions to the clutter issue, without charging exorbitant rate increases in 2005 and still maintain revenue structure to keep Wall Street happy. Through a combination of reduced spot loads, pricing incentives for shorter commercials, premiums for first position in a pod and in-program product placements, they hope the move will help achieve all these objectives.

Buyers are starting to agree - - especially those who buy network radio and feel that their :30s are getting buried inside large pods of :60s. "It may be time to reevaluate :60s on radio - - maybe the length is too long for today's consumer who very rarely (or never) gets exposed to :60s in any other medium and may have no patience for these long ad messages," says Natalie Swed Stone, US Director, National Radio Investment, OMD. "Imagine if the ad is not for you - - and you can't get over it quickly. At least if it were short (:30s or :15s), you'd know it wouldn't be lasting much longer and you'd be on to the next one. If the pods are long, then perhaps shortening length will help - - if the pods are short one or two minutes or islands, then :60s are more viable."

This article appears in its entirety in the November issue of RBR Solutions magazine. To subscribe to the all new January debut issue of Radio and Television Business Report - The Real Business Magazine, see below to receive it - - or call April McLynn here to get your free copy: 703-492-8191.