Current Issue Summary
June 2024 (Vol. 64, Issue 2)
Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance: When It Comes to Radio Advertising, Less Is More
The positioning and frequency of advertisements in radio breaks can significantly influence listener behavior, specifically advertisement avoidance, researchers in this study found. University of South Australia researchers: Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen and Johan Bruwer, developed a two-factor theory to explain why mechanical advertisement avoidance forms an inverse U-shaped relationship with advertisement position and break length. Their data show that listener disengagement is least when advertisement breaks are short, with avoidance peaking at the fourth advertisement in longer breaks. This finding underscores the effectiveness of low-clutter radio formats, where shorter ad breaks not only maintain listener engagement but also enhance recall and minimize avoidance. The study’s implications suggest that radio stations can optimize advertising impact and revenue by carefully managing the length and positioning of ads, promoting an advertising environment that respects listener preferences and enhances commercial effectiveness.