A recent “Sounds Profitable” newsletter from Tom Webster was about, as he says, his 860 thoughts on the rumors of a potential SiriusXM/iHeartMedia merger. It’s a long piece but well worth your time. (Spoiler: he does not have 860 thoughts on this.)
My biggest takeaway was his analysis of what constitutes “local” programming. He analyzed three markets and found that the biggest piece of local content was <tympani> – commercials. In his estimation, local commercial content outweighed local talent-generated content by a factor of four to one!
On its face, this is a kind of Captain Obvious moment. If you figure most radio stations run 12 to 16 minutes of commercials (more for News/Talk or Sports) and that maybe half of those spots are not for national brands, that is a lot of airtime devoted to local content.
The hardware store that just got in a shipment of snow blowers before this weekend’s expected blizzard, the HVAC guy with a “summer tune-up” special, or the local screaming car dealer who must liquidate last year’s models RIGHT NOW, all share the same living space as your audience.
Yet, we pay precious little attention to the listening experience these local vignettes provide. While Program Directors are traditionally tasked with what comes out of the speakers, how many are able to veto that cheesy window company ad with the annoying jingle? Sorry, but do you know how much that client spends? Just run the commercial.
We invest little time in writing and producing radio commercials that enhance or, at least, do not detract from the listening experience. Salespeople write boring copy. We repeat a telephone number no one will remember at least seven times. Or we get two of our personalities to “act” like they are husband and wife.
To be fair, this is not just a problem for radio. Have you watched TV lately? Most of what they air is trash, as well.
The radio industry loves to tout our people. How our local focus is why we are so viable and valuable. Why not take some of that rhetoric and put it into the budget? Why not create a corporate production department? Hire writers who can churn out interesting and effective copy. Hire slick production pros who can craft sonic textures that, at the very least, stem the tune out tide.
Having a lone production director in a market cluster is not effective. They do not have the time to think and imagine or produce the kind of local content they would love to create. They are likely just filling boxes every day.
Oh, and this is not just a radio issue. So much of what agencies call “creative” is crap.
Every week I see an article in the trades telling us one of the key factors in effective advertising is the creative factor. If that’s the case, why isn’t it a higher priority for radio? A great spot that generates business for your client not only earns more buys, it also serves as a case study for other potential clients.
Maybe I’m wrong. Maybe there are award-winning production hubs scattered across the country that are making mind-blowing commercials. I’m not hearing that coming out of the speakers but, maybe that’s just me.
Feel free to tell me I’m full of it: [email protected]
