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Short ad bursts at Nova

GETTING the advertisers’ message heard will be a big job for commercial radio newcomer Nova 93.7, with creative solutions considered the key to cutting through the clatter.

The imminent launch of Nova 93.7 in Perth has been proceeded by market research undertaken by DMG, which suggests listeners absorb advertising messages more easily in shorter breaks, or a less cluttered environment.

Nova 93.7 has spent time recently talking to local advertising agencies about the creative advertising opportunities provided by the station’s format.

At the same time, competing network Austereo has released research claiming that frequency is the key to listener recall.

It’s an indication of how competitive the radio market is – a market likely to get even hotter once Nova93.7 has launched, according to station managing director Gary Roberts.

“Research just completed in the US is all about the first and the last ad in the break,” Mr Roberts said.

“Anyone who suggests that the number of ads in a break doesn’t matter and doesn’t affect the recall is bordering on delusional.

“To be fair all the products are very well researched and they [the other stations in Perth] maximise the potential of the marketplace, but they are not about taking chances.”

Nova 93.7 programming breaks from the traditional framework in that only two advertisements are ever run back to back in a break.

The station is also allowing advertisers to work outside the traditional ad lengths of 30, 45 and 60 seconds.

And advertisers will be encouraged to utilise the different creative solutions, which include pairing up similar advertising clients in a break and real-time messages.

“People are exposed to over 3,000 advertising messages every day,” Mr Roberts said.

“With cable [TV] we are seeing that people are willing to blow $60 a month for a commercial-free environment. We’re saying think impact not frequency, think effect not cost per 1,000.”

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