For Immediate Release:

Friday, September 17, 2004

Since results of Bridge Ratings’ “Attrition Studies” became common knowledge earlier this summer, advertising agencies and broadcast companies alike have held heated dialogue about what the information means and how to respond to it.

Some broadcasters have publicly announced significant initiatives to reduce commercial spot loads while others have stated that spot load policies are being re-examined or are already in place.  Industry leader Clear Channel announced their “Less Is More” policy and have their market managers preparing for significant inventory cut-backs come the first of the year.

Recently, in Philadelphia, Clear Channel’s WSNI-FM announced a roll-back on their spot loads from 11 minutes an hour to 8 more than three months ahead of the company’s mandatory January 1 deadline for “Less Is More”. Bridge Ratings  applauded this move as  the station sets the standard for responding to the attrition study results, i.e., reduce spot loads hourly and minimize the number of minutes in each break as well as heavily promote these changes.

Today it was announced that Philadelphia’s Jerry Lee and his station WBEB-FM responded to WSNI-FM with a similar approach by reducing their spot loads from 11 to 8 an hour during the 8am to 5pm work-day battleground for AC radio. Promotion of the reduction comes in the form of a positioning statement such as “It’s always back to the music in two minutes or less!”

Bridge Ratings is pleased to see the industry beginning to shape this all important change of direction. This initial battleground in Philadelphia should stand as a model for stations all across the country who are interested in responding to the facts of attrition as unveiled in our eight-market study (see “Where Did My Listeners Go?”). Regaining our listeners’ loyalties will take time, but these first steps show great promise.

Bridge Ratings will be conducting surveys in the Philadelphia market to monitor the above battle and will report on the what impact, if any, these changes are making on these stations’ listeners.