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.

(Want to comment on this question? Click on the POSTREPLY button under the question.)
Roger Wimmer is owner of Wimmer Research and senior author of Mass Media Research: An Introduction, 10th Edition.

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