WSJ Report Tracks Progress Of Clear Channel "Blink" Ads
October 2, 2006 at 5:58 AM (PT)
How are CLEAR CHANNEL's "blink" two-to-five second spots faring on MADISON AVENUE? The WALL STREET JOURNAL says that they've been sold to about 12 national advertisers so far, at rates 18% to 21% of a standard 60 second spot for a 5 second "blink" (about $800, in a major market) and 10% for a 2 second "blink" (roughly $80.).
While some advertisers have shown interest and enthusiasm, ZENITH MEDIA SVP for Radio MATT FEINBERG tells the JOURNAL that the extremely short versions are "the dumbest thing I have ever heard" and CLEAR CHANNEL RADIO RVP/Sales BOB McCURDY says that "with one-second-ad, there is a lot you can't communicate. You really need one and a half to two seconds to get that point across," although he says he has not abandoned the possibility of selling one-second "blinks."