DUH.
Stephen Wang, an analyst for J.P. Morgan said, "What it comes down to is, the absence of commercials on satellite radio still reigns as the No. 1 driver of demand. Unique content, on the other hand, appears to be the least important factor, which implies that the loss of Howard Stern and other programming should not have too negative an impact."
Wang also went on to say that Satellite Radio will continue to erode the listenership monopolized for so long by traditional, terrestrial radio.
Yes, listeners really hate commercials. So much in fact, Clear Channel Radio, owner of some 1200 radio stations, recently introduced a chain-wide revision of its commercial policy called “Less is More”. The idea is to play less commercials. Well, that’s a good start. But, less can also be made better throughout the industry.
Let me digress for a moment to make a point. I’m sure you’ve noticed that when it comes to the Super Bowl, people actually look forward to the commercials. They sit there and watch them! The next day they talk about the ones they liked the most!
So, is it that people hate commercials so much or - is it just that they hate commercials which offer them nothing?
Ask an average listener what they think of typical radio commercials and they will probably tell you they are either:
1. Annoying
2. Boring and/or repetitive
3. Have no entertainment value or
4. They insult the listener’s intelligence.
Imagine if Radio could consistently produce commercials which countered those negative traits? Why, people would actually listen through “stop sets” (the portion of radio programming where the music stops and the commercials begin).
Wouldn’t it be something if, as a listener, you didn’t feel compelled to punch over to another radio station the minute a commercial began? I can tell you Program Directors across the country would be thrilled.
I believe it is not only possible, but essential that traditional Radio begins to once again, apply the rule of entertainment to all aspects of its programming.
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