Re: See Spot, Run! (was: Tai filling in for Jerry)

[Chuckigo@aol.com]

In a message dated 01/31/2000 9:15:01 PM Eastern Standard Time, 
billo@erols.com writes:

<< And just here who has never pumped up a remote broadcast as having,
 um, a few more visitors than really existed? >>

you mean broadcasters might actually bend the truth to achieve a desired 
result?  

btw:  along the lines that Chris mentioned in dropping in the extra spots to 
"pump up the volume", i know that at some stations (although i cannot speak 
for my present employer) it's a natural thing to stroke the steady and 
reliable local advertiser by helping to "fill out" a light spot load in 
certain dayparts.  it's an especially helpful tool when trying to help nail 
down the competition you've not yet landed.  (car dealer "a" is on your 
station regularly, dealer "b" is on the fence.  fill out the day with dealer 
"a"'s spots, and "b" might be a little more open to the idea of getting some 
of that audience exposure).  of course, the sales types cringe at the 
thought, as the next time around, the steady advertiser "a" is at the ready 
with the "cpm" based on the last flight.  ("...let's see... i bought a 
hundred, and you gave me fifty.  so why does it cost more or the same as last 
time?) 
i do find that when running the national/network spots, though, as either 
make-goods or cash-for or just "filler", stations in markets where the 
product/client are not available do no real harm to potential local 
advertisers by "filling" with the out-of-market products.  granted, some 
listeners wonder why "Red Lobster" continues to air in Portland, but that's 
what the network wants.  
additionally, there are only so many pre-recorded psa's out there.  

- -Chuck Igo (not affiliated with the ONDCP, although i do talk about the 
issue with my kids...)