Clear Channel/Houston Stop Set Cutback: A Sign Of Things To Come?
September 19, 2007 at 1:47 PM (PT)
The radio industry is abuzz about an internal CLEAR CHANNEL e-mail about its five-FM station HOUSTON cluster cutting the number of commercial stop sets from three per hour to two, in an attempt to increase PPM numbers.
The e-mail notes that while stop sets are being cut, the length of the commercial sweeps will not increase, nor will the units increase. Station promos will be cut by one minute per hour. Morning drive is not included in this change.
Other sources have told ALL ACCESS that the stop set reduction is being tried in other markets as well. There is concern among some that, should rival stations adopt this stop set cutback, it could lead to further spot cutbacks and an overall loss in revenue.
Yet the ALL ACCESS source expressed cautious optimism that should all the stations hold the line and control inventory, and continue to market and sell themselves adequately, revenues can be, at the very least, maintained. That way, in the new PPM world, station can create the best environment for their listeners while delivering maximum value to their partners.