Nova loosens ‘never more than two ads in a row’ policy to attract more advertisers
Nova is attempting to broaden its advertiser base by extending its ‘never more than two ads in a row’ policy to introduce new breaks which will feature up to seven ads.
The DMG Radio-owned network, which has had the two-ad per break model since its first station launched in 2001, said the move will aim to provide advertisers with greater “flexibility”, enabling them to choose between breaks of varying lengths.
The changes, effective March 22, will see the breakfast (6-9am) and drive time (3-7pm) slots move from carrying six breaks per hour, each containing just two ads, to the mix of three breaks containing two ads together with three breaks containing five ads.
During the daytime (9am-7pm), the previous hourly model of five breaks containing two ads, will become two breaks containing up to seven ads.
DMG Radio CEO Cathy OʼConnor said despite the changes, it will continue to offer 40 per cent less ads than its main rivals.
She said it will open up opportunities to work with new advertisers who don’t want to pay the premium charged for the “two ads in a row” breaks.
“This is a response to advertisers who want greater flexibility,” O’Connor said.
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Goodbye USP
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What about the neuro research that proves it works
agreed about goodbye usp. They should stick with it, we don’t need another likeminded network
dmg dIfferent message given
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“This is a response to advertisers who want greater flexibility” … Well that’s great news indeed for the advertisers. Not so great for loyal listeners.
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will be interesting to see how/if it effects yield
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Totally agree with Dan. Goodbye USP and shame, shame Nova. Not that I ever listened to you anyway.
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Smart move by Nova, it gives them more options.
Dan, a USP is only valuable if advertisers think it is.
Having a bet each way makes absolute sense.
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Sultan how do you explain to advertisers that paid the premium and trusted the research about two ads and then find themselves in the 3rd and 4th ads. Tough job for advertisers to believe the sales force. Does this mean the other networks were right?
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Seems like there has been an inability to prove effectiveness and price accordingly. Quantity over quality apparently wins again.
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Make a good ad and people will listen. Doesn’t matter how many ads preceed or follow. Seriously, stop relying on forced pseudo-scientific measures and trust your gut.
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I may be the only one, but I thought most people change radio station (in the car especially) when ads breaks start. You can normally listen to a whole song on another station with the length of many commercial radio station ad breaks.
I sometimes listened through Nova’s ads because I knew I wouldn’t have to wait long for music / jocks to return (the hook line, “listen to _______’s new song in just 60 seconds” worked for me). I would never consider this for other commercial stations.
“Sometimes, never more than two ads in a row”
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Amazing how a change in ownership by a media investor and everything that dmg and nova has eaten, lived, and breathed since 2000 has now announced that we are with the masses.
Murdoch wants greater returns its pretty simple!
Now they better have the audience if an apple is to be compared with an apple! Cos right now they are getting smashed on a tru cpm arguement.
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matt, more people change radio stations when a song is on they don’t like. It doesn’t matter who the radio station is, if you are playing the music genre people like they will listen through the ads (2,3,4,10 ads), however a song goes longer than an ad break, so people are more likely to change stations at the start of a song they don’t like
further to this, the majority of listeners only change stations when going to and from work / destinations. When they are at home / work, they’ll keep the same station on otherwise they’d be spending all day getting up and down changing stations.
i think nova should go back to their 2 ads, the programming will improve in the next few months and people won’t pay the premium for when they do get to #1 again
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Paul. Thanks for the comments. I agree except the only thing I would say is that Nova and 2Day network are almost identical genres. Without the never more than 2 ads USP they are running a big risk.
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Paul, clearly there weren’t enough clients paying the premium or why would they have changed? its not a case of right or wrong. Nova would have worked out that they need to keep their premium clients happy by maintaining some short 2 in a row breaks, as well as go for the non believers with longer breaks. smart if you ask me.
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or it’s only a marketing model that can only work when the station is #1. my concerns are that since 2001 they have been preaching the benefits of 2 ads in a row (not short ad breaks) and they have all this research that has been conducted to justify this and now they are talking combinations of 2 ads and 5-7 ads in a break.
Tough time to sell for the sales team
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Everything on that station is advertising anyway. ‘Never more than two ads in a row’ but while the DJ’s talking he’s delivering 2 live reads for every sentence he pops out. Everything else is ‘brought to you by’ etc etc.
Which brings me to another point.
If Advertorials have to declare their intentions at the top of the page, why not live reads? Or payed-for PR for that matter?
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