Media Monitors: Spot Breaks Shorter, Units Fewer, 30s Up
June 28, 2006 at 6:17 AM (PT)
A MEDIA MONITORS study of radio inventory presented at the INTEREP RADIO SYMPOSIUM in NEW YORK says that radio spot breaks are a minute shorter in 2006 than they were in 2004, dropping from an average 8 minutes 30 seconds to 7 minutes 30 seconds. At the same time, the percentage of 30 second spots rose from 13% to 21% and units per hour decreased from 9 to 8.4.
"What we found is simple: radio now has shorter breaks, fewer units and fewer spots per hour," MEDIA MONITORS President PHILIPPE GENERALI told the conference.