Spotload Flashback. Despite The Numbers, Radio Still Works


As a result of our Tuesday commercial load story, with former CBS Radio President Dan Mason, Meredith College Professor of Mass Communication Doug Spero reminded us of a piece he recently penned for The Huffington Post called, We’ll Be Right Back After These Messages.

In it Spero quotes consultant Becky Brenner who said, “with the success that advertisers have with radio, they clearly work so someone is listening and digesting the information and taking action on it. I think every station and every format, depending on the competition and what’s happening in the marketplace, has a different level of tolerance. It’s about finding a happy medium. No one really knows what the true ideal is. It is all about tolerance and ratings. There are multiple ways to slice the pie.” Spero also conducted a study of 160 students between the ages of 18 and 24 at Meredith College in Raleigh, to get their feedback on radio’s commercial load, and posted the results from that study.


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