The number of lollies in the pack may be the same but have you noticed how the individual sweets have gone anorexic. The old wrappers are too large for the tiny new temptations. The same thing is happening on the radio.
The workhorse of radio advertising has long been the 30-second spot. But times have and are continuing to change. In particular, the time allotted for properly paced commercials is changing.
The sacred 30 seconds is under threat of erosion. As an endangered species, the radio 30 could soon turn out like the 15 and 20-second verbal blitzkrieg versions we see on free to air TV.
THE 5 SEC HIT
On a recent visit to the West Isle, there was a 5 second TV spot on Gold Coast television. Yes, a 5 second stand lone TV spot. Now here comes both the good and bad news. On the good side, I think it was for an online ad agency so it showed a certain brave new world approach.
The bad news is I can’t remember the name of the sponsor/ad agency. Oops. That’s a fairly important factor. Perhaps I need to see the 5 sec spot about 6 times? Hey, that would make 30 seconds.
So the challenge goes out to the copywriters and producers. To the engineers and voice over artists. We need a concerted effort to maintain the premier position of the thirty-second spot.
Media Buyers need to be reminded that compared to shorter ads, 30 second advertising messages are more cost efficient and effective at building brand awareness and driving sales.
A 30-second time frame gives the creative writers and producers time to develop a theme or storyline with a beginning, middle and end. Something interesting that the audience will listen to and act on.
Perhaps your advertising agency or the local radio station writers can provide some 30 Second Radio Script Examples.
HOW LONG SHOULD IT BE?
When paced at about 2 to 3 words per second the average 30 second script will have about 75 words.
As with all media, the amount of time or space needs to be as little as possible but as much as is needed.
Sometimes you need more than thirty seconds. However, to include all the information needs too many words. The listener will just shut it all out. The Sales Director will want to include every last detail. Somewhere there has to be a voice of reason.
Rather than rush to get all the extra words in or make the engineering speed everything up, why not divide the story into two and have two award-winning 30 Second Script Examples.
