Fewer (longer) Stopsets vs. More Frequent (shorter) Breaks

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Fewer (longer) Stopsets vs. More Frequent (shorter) Breaks

Post by rogerwimmer » Thu Jul 21, 2011 1:12 am

Hi, Doc: Is there any research information regarding what is better to have: fewer, longer stopsets or more frequent, shorter commercial breaks? Thanks in advance for your help! - Anonymous

Anon: I have asked this question in hundreds of studies in the past 30+ years, and although the answer does vary among markets, I would say that more frequent/shorter stopsets probably "wins" in a majority of situations.

This is a question that radio station management needs to ask its listeners because stopsets are one of the reasons listeners tune to another radio station or turn off the radio.


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Roger Wimmer is owner of Wimmer Research and senior author of Mass Media Research: An Introduction, 10th Edition.

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