Radio Sales Café

Happy Friday, everyone!

Here's this week's poll question:

What is the largest schedule (in other words, the maximum number of spots per day) that an advertiser is allowed to run on your station? Why that number?

Looking forward to reading your replies!

24 - 1 per hour.  I stongly discouraged this.  Local car dealer who was having a 3 day tire sale.  The more we talked about how many was the right number without alienating the listener, the bigger his ego got, the faster he talked and more animated he got.From that point there was no stopping him!

We recently sold a schedule to a client on 93KHJ and V103 for 48x per day on each station.  They were already running 12x per day on each station, so this resulted in 60x per day.  That's a LOT of frequency, but we all know that frequency works!  We do 3 breaks per hour, so there are 72 breaks per day, so that's 1 ad in almost every single break.

We have a unique situation as we have some on-air teaching programs that take up a 4 hours of our day. We will allow 12 commercials a day 6am-midnight. We do not have commercials overnight.

We will sell saturation plans of 2 per hour or 3 per hour. The reasoning is number of spot breaks in an hour for individual stations.  Because of budget restraints we sell more 2 per hour schedules and very seldom 3 per hour. 

We really dont have a SET limit. However... I strongly discourage anything more than 1 per hour. There comes a point when you have to protect your listeners from over kill as well or they will stop listening. I had a client a few years ago that wanted 2 times per hour and wanted exclusitivity from other businesses in his field. That was imposssible. He gave up on the exclusive part but still insisted on twice per hour. It was too much. I would go out to eat and actually hear people I didnt know at the next table complaining about it.

we don't have a number, no hard and fast rule here on how many spots an advertiser can run..I'm sure if it affected all of our day parts in a negative way..we'd have to make some rules..but we haven't had that problem to date!

The most we've done since I've been here is 24 in a day.  But we do have a package that we run for car dealers and the like called "unsold advantage" where the participant buys into a package around $700 per month and they get 7 ads everyday plus 10% of the unsold inventory of the station.  When you have more inventory that makes up a big chunk and when you get closer to selling out it becomes less obviously.  That can give the advertiser up to around 15-18ads a day total.

Joel----->   <Big GRIN>

Anna:

Do I understand this correctly: only 10 clients max. could get this deal?

Yes

Rebecca you certainly come up with some doozies.  I can't recall we ever told someone that we had a limit.  Like other responses there have been times when we've someone run 1 per hour.  I think that part of the discussion has to center on how many do you run before you over saturate?  We all know you need to run a certain number of times so that a person hears your message at least three times.  You can increase that number to 10 times with additional frequency.  however, after you have reached that point your return on increased awareness is minimal.

Thus, you get back to the need and the message.   I believe there are some instances where the heavy frequency is needed. However, it involves more than just "lets run XXX per hour".  It needs to be well thought out and planned.

If the rate is right, they can have em all!

This is a great idea. I think I am going to steal it.