Interep: Short-Form Ads Growing
February 20, 2007 at 10:38 AM (PT)
INTEREP says that the increase in short-form radio spots (spots shorter than the standard :60 radio commercials) is reaching new heights, as a growing number of advertisers are requesting 30-, 15- and 10-second announcements as part of their spot radio campaigns.
From 2004 to 2006, INTEREP saw the following increases in the percentage of short form radio commercial units sold:
* 10-/15-second spots, up 400%
* 30-second spots, up 1000%
* Total short-form spots, up 680%
INTEREP said that despite this steep increase, short-form spots still comprise only about 10% of its total billing, with :30s representing about 7%.
INTEREP’s D&R RADIO GM KIRK COMBS said, "Clearly, we are going to see more and more business availed in 2007 requesting shorter form commercials. The INTEREP numbers, as well as supporting industry data, speak for themselves."