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MediaBuyerPlanner: Radio advertising is less cluttered than the television market by an average of as much as two to four minutes per hour, according to a new study.
A study from Empower MediaMarketing shows that commercial time on radio stations is averaging less than 10 minutes per hour, while the average number of commercial minutes per television hour is 12 to 14, writes Brandweek.
The study analyzed Nielsen Monitor-Plus data in 15 of the nation's top markets.
Clear Channel, with its Less Is More strategy to cut commercial loads, is averaging 15 percent below the 15-market average.
The amount of commercial time varied greatly by format, however. News/Talk and Sports contained the highest number of commercial minutes, at 11.91 minutes and 11.47 minutes respectively. Country formats averaged less than 10 minutes of commercials per hour, while Religious and Classical had the lowest number of commercial minutes per hour, at 7.78 and 6.81 respectively.
The markets with the lowest number of commercial minutes were Tampa-St. Petersburg (Fla.), Atlanta and Philadelphia.
The study shows that radio is generally undervalued, particularly by national advertisers, according to Julie Pahutski, senior vp of research for Empower.
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