TV’S AD LOAD BINGE: In the digital audio space we often talk about the commercial loads per hour of the streamers vs. the radio broadcasters. But there isn’t the same amount of attention paid to the TV side, until now. According to MediaPost, TV broadcasters have been steadily raising their commercial load per hour – up to 10.7 minutes of ads per hour in December, which is 18% of the clock. In addition to the increase of net commercial time, there’s also the phenomenon of more total commercials of shorter lengths being run. Think about the typical TV break with bookended :15s on either side, brought to you by’s, time/temp sponsorships, etc., all on top of the normal :30s. This increase creates unit fatigue for viewers who don’t necessarily pay attention to the length of the ads. They just see commercial after commercial coming at them and eventually change stations. For a reference point the typical FM radio station is running 11-12 minutes of ads per hour, AMs are running 15-16 minutes per hour, and streamers are running 3-4 minutes per hour. (link)
PANDORA STILL THE PRIORITY: If there was ever any doubt about Pandora’s importance in the streaming royalty landscape, the following RAIN article and corresponding SoundExchange blog post should clear things up. Despite the increased competition from other streamers and label-direct licensing deals which don’t pass through SoundExchange, Pandora remains the 800 lbs gorilla in the room. Maintaining (and growing) Pandora’s compulsory royalty payments for the free ad-supported side is a top priority for SoundExhange, even as Pandora prepares to diversify its product offerings with On-Demand. As a refresher, Pandora Plus/Premium’s royalties will now run through the labels themselves via direct licensing agreements, while the ad-supported royalties will still be routed through SoundExchange. Everyone can breathe easier now. J (link)
AUDIO AS THE NEXT SOCIAL PLATFORM?: AdAge is featuring an interesting twist on the typical “power of Audio” narrative in the following link. In it the author suggests that all brands should care about their audio strategy, but not just as an efficient reach vehicle with cross-device parity and massive time spent. Instead the article is more about Audio’s power as an experiential and/or social vehicle, which coexists with other display/video social platforms like FB, Snap, Twitter, etc.. Part of this notion can be credited to the proliferation of podcasting which has given listeners more on-demand audio choices than ever before. Another factor is the emergence of live shared audio such as real time concert streaming and Facebook Live. Regardless of the causes, there’s more of a reason to make Audio a key element of any brands’ marketing plan than ever before. (A special Editor’s credit to Pandora’s Lauren Williams for digging this gem up!) (link)
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