Articles #advertising effectiveness

A funny but serious look at radio’s obsession with massive commercial stopsets — what the research really says, what long breaks may be doing to listeners and advertisers, and why smarter digital, event and sponsorship revenue could be a better answer than simply adding another unit.

A great production director should do more than make commercials sound good. Research shows creative can drive nearly half of advertising sales impact — which means radio production should be treated as a revenue strategy room, not just a service desk.