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[Bar Rat]

Yesterday, I spent a few hours in Columbus. In addition to that time making me realize how much I truly hate the Tri-State and want out, I didn't hear a particular type of spot and I'm just curious as to why.

I surfed around the AM dial and didn't hear a single debt reduction spot. No one screaming a phone number four times at the end of the ad, no one saying "FINALLY!" at the beginning of the spot.

So, why are these ads on the air here and not there?

1. The economy and more people needing the service here? I'm not real convinced of that.
2. Availability -- simply, they can put that crap on here.
3. Rates -- obviously cheaper here than there.

[Bob Campbell]

Few things.
You probably just missed them.
That scam runs everywhere.
Plenty of avails in nearly every market. Though NYC just had a great May.
Most of those spots are PI, per inquiry, meaning they're paying per phone call they receive. That may also be why you missed them. They'll be running in empty avails and will be pre-emptible and get bumped for a real paying spot.

[Big Media]

Most of those spots are PI, per inquiry, meaning they're paying per phone call they receive. That may also be why you missed them. They'll be running in empty avails and will be pre-emptible and get bumped for a real paying spot.

I concur. Some stations also have a policy that they will not accept PI business (though this is rare these days).

Every station sells open avails differently. Some fire sale the inventory for rock-bottom rates to their best clients as a bonus buy while others use the inventory for these shitty PI and DR spots. Some just cover the avails with extra programming.

[Jet Black]

I turned away from a classic rock station three seperate times yesterday because of a protstate vitamin commercial. Rock on, Grandpa.

[Uncle Shishkabob]

Speaking of such I have yet to hear an E.D. ad say "Rise To The Occasion!" On another note the Pittsburgh Pirates "Raised The Jolly Roger" two nights in a row!

[Bar Rat]

Few things.
You probably just missed them.
That scam runs everywhere.
Plenty of avails in nearly every market. Though NYC just had a great May.
Most of those spots are PI, per inquiry, meaning they're paying per phone call they receive. That may also be why you missed them. They'll be running in empty avails and will be pre-emptible and get bumped for a real paying spot.

BTW, my list was my ideas... I wasn't trying to be all-knowing. I don't know much of anything it would seem.

True, it was daytime when I was there (I had a 1400 appointment, so I was around from 1230 to probably 1700 just messing around) and the avails might not have been there. I did hear a lot of local "all will be well" car dealer spots in response to the GM bankruptcy that was finally announced.

I figured that crap was PI, but I wasn't sure. Since you brought that up, there's something I've always wanted to know about that, and it might be a stupid question. I've spent my time in programming (because I couldn't sell a life preserver to a drowning man, I just don't have the sales gene), just so ya know. When it's a PI deal, is it truly per call or per sale? Obviously, everything can be negotiated, but what's the typical deal?

[Bar Rat]

Most of those spots are PI, per inquiry, meaning they're paying per phone call they receive. That may also be why you missed them. They'll be running in empty avails and will be pre-emptible and get bumped for a real paying spot.

I concur. Some stations also have a policy that they will not accept PI business (though this is rare these days).

Every station sells open avails differently. Some fire sale the inventory for rock-bottom rates to their best clients as a bonus buy while others use the inventory for these shitty PI and DR spots. Some just cover the avails with extra programming.

Do stations receive anything if one of those PI spots runs and generates no calls? Obviously, it's a shot in the dark to even run them since those spots are at the top of the bump list for anything bringing in a real dollar.

[Big Media]

To answer your questions as best I can, these PI spots are NOT money makers for the radio station. Nor are they typically money makers for the advertiser. Usually, the product is so shitty that few leads are generated on a 7 day run. That is why the cost-per-lead has to be very low.

I would suggest the payout to radio stations are generally less than $5 per inquiry but I am unsure as I have never worked on the billing side of a station that accepted PI business. A radio station may agree to run these PI spots in open avails and at the end of the week, the spot may have run 8 to 10 times producing only a hand full of leads (say less than 10). In essence, the advertiser is getting $500 worth of advertising for $50.

Again.. I am only guessing.

[Bob Campbell]

Combinations of the above, depending on the particular station. Mostly per call though, but yeah, little or no money in it for the station.

[Arp2]

I turned away from a classic rock station three seperate times yesterday because of a protstate vitamin commercial. Rock on, Grandpa.

Saw palmetto will help you keep your hair, too, you know......don't have to be "Grandpa" to be all over that stuff!


By the way, if I were a paying client and heard my spot come after a PI spot (which is obviously the policy at several groups), I wouldn't pay for that spot.

If you'll play a spot for free -- a spot virtually guaranteed to be a repulsive tune-out, by the way -- before you'll play a spot I'm paying you real money for.....well, screw you.

[Bob Campbell]

Yeah, but with the state of the business today, 99% of the stations no longer have spot running protocol. Traffic just dumps everything in, and they run however they show up. Sometimes a smart jock will rearrange things, but when the shift is vted, nobody checks.