Clear Channel Cites Growth In Shorter Ads
August 23, 2007 at 5:44 AM (PT)
Miniature radio ads, spanning just a few seconds in length, are a hit in HOLLYWOOD, says CLEAR CHANNEL COMMUNICATIONS, which launched the spots known as blinks and adlets last year, reports REUTERS. HOMER SIMPSON's unmistakable "D'oh!" or "Woo-hoo!" followed by the familiar tagline, "Tonight on FOX!" for example, has been a popular two-second ad -- known as a blink -- for FOX BROADCASTING.
"We love the blinks and adlets. They are great frequency builders, especially when you have iconic sounds associated with shows," said FOX SVP KAY BENTLEY.
We love the blinks and adlets. They are great frequency builders...
CLEAR CHANNEL, which launched the shorter ads in the face of a slowing radio ad market, said at least 20 national advertisers have tried out the shorter format since launching the ads last summer. Nearly half of those are entertainment companies, CLEAR CHANNEL said.
"It's (adlets/blinks) grown so much in the last six months. It continues to grow on a daily basis," said CLEAR CHANNEL SVP/Creative Services JIM COOK, noting the mini-ads work particularly well for companies with recognizable brands and in conjunction with longer ads. "We all enjoy and memorize things of an entertainment nature and adlets are a great way to get the message out cost-effectively," he said.
CLEAR CHANNEL would not disclose pricing, but one ad executive said five-second adlets typically price at up to 20% of 60-second ads, which cost about $800 in major markets, while two-second blinks cost 10%, or about $80.