Interep said interest in short-form radio spots “is reaching new heights.”
The ad sales and marketing company said more advertisers are requesting :30, :15 and :10-second announcements. From 2004 to 2006, the organization saw increases in the percentage of short-form radio commercial units sold. Spots of 10 or 15 seconds jumped 400%, spots of 30 seconds increased 1,000% for a total “short-form” increase of 680% in that time span.
“Despite this steep increase, short-form spots still comprise only about 10 percent of (Interep’s) total billing, with :30s representing about 7%,” the company stated. “This compares to a recent report by BMO Capital Markets stating that 30-second spots comprised 19.9% of total radio commercial time in January 2007.”
