Radio Ink: Do Shorter Stop Sets Work?

(Randy Lane) I used to try listening to Howard Stern during my ten-minute morning commute, but because of his egregiously long commercial breaks, I rarely heard his voice. Those days are over, but discussions over stop set lengths are not. In fact, they are heating up.

 

Some FM music stations are reducing spot loads and guaranteeing shorter stop times. The idea is that shorter stops provides a better listening experience, improves advertiser results, and makes terrestrial radio more competitive with audio streaming services and satellite radio.

We are vulnerable to audio competitors like Spotify that only play a fraction of the commercials aired on radio. Run as few commercials as you can while still making a profit.

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