'News: Clear Channel Communications Inc. Offers One-Second Radio Commercial "Blinks" To US Client' by Grant Goddard
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News story about Clear Channel Communications Inc. offering one-second radio advertising 'blinks' to its clients in the US, written by Grant Goddard in June 2006 for The Radio Magazine.
![News: Clear Channel Communications Inc. Offers One-Second Radio Commercial 'Blinks' To US Clients page 2
©2006 Grant Goddard
Clear Channel Communications Inc. in the US is offering one-second radio
commercials that it is calling 'blinks' to clients.
No deals have yet been struck, although the company has produced demo
versions of possible executions for 'McDonalds' and 'Mini Cooper' that have
been played to media buyers.
Jim Gaither, director of broadcast at Richards Group, said he had been in
conversation with Clear Channel about three-second spots and estimated a
one-second ad would be priced at two or three times the pro rata of a 30-
second spot.
Jim Cook, senior creative VP of Clear Channel, said: "It really is to find new
uses of radio for advertisers who are continually asking us to demonstrate that
our medium can successfully extend brands, can successfully reach the
consumer with touch points that are new and surprising".
[Submitted to 'The Radio Magazine', unpublished]
Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of
experience in the broadcasting industry, having held senior management and consultancy
roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at
http://www.grantgoddard.co.uk](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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'News: Clear Channel Communications Inc. Offers One-Second Radio Commercial "Blinks" To US Client' by Grant Goddard
- 1. NEWS: CLEAR CHANNEL COMMUNICATIONS INC. OFFERS ONE-SECOND RADIO COMMERCIAL 'BLINKS' TO US CLIENTS by GRANT GODDARD www.grantgoddard.co.uk June 2006
- 2. News: Clear Channel Communications Inc. Offers One-Second Radio Commercial 'Blinks' To US Clients page 2 ©2006 Grant Goddard Clear Channel Communications Inc. in the US is offering one-second radio commercials that it is calling 'blinks' to clients. No deals have yet been struck, although the company has produced demo versions of possible executions for 'McDonalds' and 'Mini Cooper' that have been played to media buyers. Jim Gaither, director of broadcast at Richards Group, said he had been in conversation with Clear Channel about three-second spots and estimated a one-second ad would be priced at two or three times the pro rata of a 30- second spot. Jim Cook, senior creative VP of Clear Channel, said: "It really is to find new uses of radio for advertisers who are continually asking us to demonstrate that our medium can successfully extend brands, can successfully reach the consumer with touch points that are new and surprising". [Submitted to 'The Radio Magazine', unpublished] Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of experience in the broadcasting industry, having held senior management and consultancy roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at http://www.grantgoddard.co.uk