Will One-Second Spots Become Reality For Clear Channel?
June 12, 2006 at 6:09 AM (PT)
CLEAR CHANNEL's proposal for selling one-second spots has received attention in the advertising trade press from ADVERTISING AGE. The magazine's article about CLEAR CHANNEL RADIO's "blinks" quotes Senior VP/Creative JIM COOK as noting that the plan "really is to find new uses of radio for advertisers who are continually asking us to demonstrate that our medium can successfully extend brands, can successfully reach the consumer with touchpoints that are new and surprising."
Examples of the "blinks" include playing jingles like the MC DONALD'S "I'm Lovin' It" theme, the NBC chimes, or the INTEL four-note signature between songs, or a honking horn and the word "Mini" for BMW"s MINI. Agency representatives consulted by the magazine voiced skepticism that any client would go for the one-second "spots," but RICHARDS GROUP Dir.-Broadcast JIM GAITHER said he has talked with CLEAR CHANNEL about three second spots and said "it's not building a brand; it's refreshing a brand" but noted that "you can't use a one-second campaign for something that generally has not been advertised before."