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During Q2 earnings calls, both Lew Dickey of Cumulus and John Hogan of Clear Channel discussed 30-second radio ads.
Dickey said that Less is More has led to a reduction in inventory in markets where Cumulus and Clear Channel compete, Radio Ink reports.
“I think the appetite for :30s has not caught up as quickly as the :30s that were available, so as a result we’ve seen a net reduction in inventory,” Dickey said. “Cumulus has been running 12 minutes across the board, and in some of our markets, like Nashville, we run considerably less than that. We’ve been selling primarily :60s, though we do offer a couple of :30s an hour.”
“It is hard to engage someone for sixty seconds and we think by offering a variety of spot lengths and spot positions, that we’re providing a better product,” said John Hogan. “I think that as our performance continues to improve and outpace the industry, that our competitors will look at that and hopefully take from that things that can help them improve as well.”
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