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SATURATION RADIO'S NEWE!
With the great reach and frequency of today's spot radio campaigns, how often should the same commercial copy be repeated? Was George Washington Hill right about repetition or is copy rotation needed?
BOTH FREQUENCY AND COMMERCIAL TYPE INFLUENCE NUMBER OF COMMERCIALS USED
Type of Frequency
Client
per wk. commercials
Rheingold
FC&B
(L.A.)
Music & talk
30
3
Budweiser
D'Arcy
(Chi.)
Music
25
7
Pepsodent
FC&B
Talk & jingle
30
1
Hit Parade
BBDO
Jingle
25
2
Pall Mall
SSC&B
Jingle & talk
35
5
Tetley
Ogilvy B&M
Light talk & jingle
15
7
Winston
Esty
Jingle
35
7
L&M
D-F-S
Jingle & talk
30
3
Camel
Esty
Jingle & talk
40
7
Beech-Nut Gum Y&R
Light talk
10
9
Hoffman
Grey
Light talk
30
7
Cavaliers
Esty
Light talk
15
10
Rayco
Mogul
Jingle & live
30
1 (jingle)
Pepperidge
Ogilvy
B&M
Light talk
25
15
Eno
Ather. & Curr.
Jingle & talk
20
10
Arnold Bread
Hoyt
Light talk
20
2
Newport
Lennen & Nei
: talk
25
This tahle gives some idea of the divergent approaches to commercial copy variety in saturation radio. These are just a few of the successful clients on a N.Y.C. station and their approximate frequencies. The column at right shows about how many different commercials they are rotating. Pepsodent, with a high frequency, for example, uses one piece of copy at a time, achieves success through repetition. Beech-Nut Gum, with a lighter schedule on this station, has nearly as many copy changes as announcements per week.
In the last year, radio commercial copy has come in for some fine bouquets from both the consumer and trade press. That the plaudits have been deserved is beyond question, but perhaps the new concept of radio advertising has been more responsible for the exciting new copy than any other factor.
Saturation radio, which, in the short space of a month can reach 75% of the radio homes in a market, is certainly a spur to the agency copy department. Question: With reach and frequency blanketing homes like a blizzard, how long can the same copy be repeated before it bores or irritates?
A look at the chart on this page will show the variety of answers that can be tagged on this question. All of the clients are successful users of saturation radio. The success stories that each could rack up would more than justify the strategy behind their campaigns.
In one case, a client can run a spot radio campaign spanning many months and do it with no more than a single commercial. Pepsodent and Texaco are two prize examples of this approach to radio copy. Both would have been earned a hard pat on the back and a gruff "You're on the beam" from the late George Washington Hill. As far as that Madison Avenue genius was concerned, no one could be exposed to the same message too often. Repetition spelled success. Under the
25 JANUARY 1958