TORONTO – Saying shorter ad cycles mutually benefit listeners and advertisers, Corus Radio has announced that all major market FM stations will launch two-minute stopsets, meaning listeners will get back to the music faster and clients will get "more value for their advertising dollar," says the company’s press release.
The new ad rules will apply to 15 stations in eight markets, but outside the stations’ morning shows.
"Building on Corus’ commitment to create innovative solutions for clients and listeners, the two-minute stopset initiative responds to proprietary research on audiences’ listening habits. The study found that with shorter commercial breaks (four or fewer ads), listeners not only stayed tuned to the commercials, but ultimately, stayed tuned to the station longer," says the release.
"Instituting two-minute stopsets across the board on our major market FMs creates a win-win situation for our listeners and our advertisers," said John Hayes, president, Corus Radio. "By improving the listener experience we’re reducing channel surfing and listeners are getting more of what they tune in for. As a result, we’re offering clients more value for their paid spots."
Corus’ two-minute stopset began as a six-month pilot program in Calgary on Q107 and Country 105 in late 2005. Calgary clients and listeners polled online and in focus groups responded positively to the initiative, according to the company. Listeners repeatedly said they noticed fewer commercials – and because music was just a short stop away, they tuned in more frequently and for longer periods.
Clients appreciated never being buried in a long ad pod and the ability to run their ads in different commercial breaks than their competitors’, says the company.
Two-minute stopsets, (four 30-second spots), are now running on Vancouver’s 99.3 The FOX and Classic Rock 101; Calgary’s Country 105 and Q107; Edmonton’s 92.5 JOE-FM and CISN Country 103.9; Winnipeg’s Power 97; London/Woodstock’s Classic Rock 103.9 The HAWK, FM96 and The New 1031 Fresh FM; Hamilton’s Y108 and The New Country 95.3, Toronto’s Q107 and 102.1 the Edge and Q92 Montreal’s 92.5.
"Corus is focusing this initiative on music stations with two-minute commercial breaks running throughout the broadcast day, commencing after the conclusion of each station’s morning show. The new program is being given considerable on-air support, with each station appropriating the phrase ‘You’re never more than two minutes away from…’ to fit the station’s format and personality," says the release.
Corus Radio operates 51 stations across Canada.
