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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