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Radio spots not being played in full

26 Aug 2004 16:2711 commentsBizLike
I listened to three well known South African radio stations over a period of three days and was shocked at the lack of decency with which advertising spots are treated.
Each of these radio stations would play two spots at the same time such that the meaning would be lost. With so much clutter in media hearing one advert is an effort. Hearing two at once is meaningless. My main concern is for the advertiser, who is often unaware that his or her brand is being damaged in this way. If radio ads are a source of revenue to the stations, surely they deserve some dignity? Is there nobody that monitors the spots on radio?

I propose that the same Sales Executives which sell the airtime to advertisers need to bring a report back, in audio form (because written form can be fooling!) to the client, showing proof of when the spots were flighted.
 
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Doc Watson
100%, but...-
you don't by any chance happen to remember the spots in question. Was an Engen spot involved?

If so, take a look at their current mag ads and you'll soon spot a common thread. Posted on 26 Aug 2004 17:19
DLK
Well spotted ....-
It is indeed a "trick" used by the ad agency to gain your attention, however radio stations are frequently guilty of cutting some of the advertisements short, often it is the DJ's who are the major offenders by adding their own "voice overs" by talking prior to the end of the advert. Posted on 27 Aug 2004 12:00
Doc Watson
Just to add...-
that I don't think this campaign is particularly good. Creative - yes, effective - not too sure.

They're trying to stand out from the clutter by being different etc, but I think this will go over the general public, who will probably say "Look at these doff ppl. They cocked up the layout" or "Are they deaf? Why they playing 2 spots at once".

The communication is aimed at regular folk, not ad ppl, and in trying to make a distinction from the competition they're relying on a tactic that's possibly too clever (the reason - I think - this topic was started). Posted on 27 Aug 2004 12:27
Claire
anon is right-
I know exactly what you're talking about. Its not a concept ad for a particular product - its a variety of ads (and I've noticed it on 5fm actually). the ads "butt into" each other sometimes too. Posted on 27 Aug 2004 13:58
copywriter
timing is everything-
One of the reasons ads are "butted" into one another is that the production has taken liberties with the timing. Most creatives (and engineers)feel free to take an extra half-second. My guess is that modern technology means the spots are cut at a precise 30 second moment by machine and not played in manually as in the dark ages. Posted on 7 Sep 2004 13:06
Ferrari
Radio ads can be monitored-
Dear Anon

Radio Spots can be monitored. There is one or maybe two companies doing this. I am not sure much is been monitored. Posted on 30 Aug 2004 08:32
ORNICO
RADIO IS MONITORED BY ORNICO -
Hi all.
Just to let you know that Ornico does monitor all media types. From TV, Radio, Print and Billboard, Ornico monitors and alerts clients of all types of media intelligence.
Any questions call Oresti or Natalie on (011) 884 55041 Posted on 30 Aug 2004 13:44
Nic
You actually listen to SA radio?-
I'm sorry to burst all your bubbles but South African Radio, in general, as gone down the toilet in the last two or three years.

I used to be a huge 5FM fan, until they fired all their best DJs and tried to become a second Metro FM.

All the other options on the air either cater for your old got-nothing-better-to-do-with-my-life foagies or have a list of about twenty songs that they just have on repeat for the day.

There's no radio station catering for the 18-25 year old rock music lover. It's quite sad.

Needless to say, I went and bought an MP3 player for my car and hardly ever listen to the radio, bar traffic reports on my way to work and home again. Posted on 30 Aug 2004 09:26
Niles
Radio Ga-Ga Revisited-
With reference to a forum posted on the 5th, yes there is no station catering to this market!

http://www.bizcommunity.com/Forum.aspx?c=59&l=196&fi=504

Would ICASA please catch a wake up and start catering for the "Rainbow Nation" and not just the black youth market! Posted on 30 Aug 2004 11:56
NC
shut up-
Nic, shut up. We are so sick of you from the other forum. This one is about ads. If you don't like radio and hardly listen to it now, don't comment on issues you don't give a shyte about. Posted on 3 Sep 2004 13:35
ATHI NXUSANI
It`s either Ad. Creativity Or Technical Prob...-
I think this is very interesting debate.
There is no way that the station`s Sales Team can allow Dj`S to crush Spots However,All Spots are scheduled/
programmed to be flighted @ certain spot-Brakets.

I also think the confusion is on the Creativity of the Ad.mybe or if that occured its the station`s on-Air Technicalities And Immediatly the Client wil be let aware of that.
Monitoring issue:The station Constantly Monitors the Sound of the Station Including:Ads,Music,Dj`s,ID`s Productions etc.
And even Advertiser themself listen to their Ads on the Radio.

ATHI NXUSANI @ BTFM (Border Technikon Campus Radio Station in East London)www.Bortech.ac.za to Listen Live on-line. Posted on 7 Oct 2004 15:03
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