Clear Channel tests one-second radio spots

The American Clear Channel Radio is currently discussing the idea of using very short radio spots as branding tools with marketing managers and media sellers. As the industry magazine "AdAge" reports, the so-called "blinks" last just a few seconds and, according to Clear Channel Radio, help to expand brands and confront consumers with new, surprising effects. The spots are so short that the aim is not to make a brand known, but rather to make consumers aware of it again. After all, it is probably pointless to run a one-second campaign for something that has not been advertised before, according to the corresponding report. The idea has already been tested with a McDonalds jingle, which was placed between two hip-hop songs, and with a "blink" for Mini Cooper, in which a horn and the word "Mini" can be heard. The new form of radio advertising can be placed in a variety of ways. And the new form of advertising is also considerably cheaper than traditional radio advertising.
However, Clear Channel Radio has already received criticism for the idea. On the one hand, from marketers who do not believe in the desired effect of the "blinks". If the listener cannot recognize the short spot, the form of advertising has no value. On the other hand, radio stations are not particularly interested in selling such short advertising times. Verifying whether the commercials have actually been broadcast is a particular challenge. TNS Media Intelligence, for example, can only record spots that are 5 seconds or longer. Clear Channel Radio does not expect any devastating changes from traditional radio spots to "blinks", but can well imagine some cases where this form of advertising makes perfect sense.