Looking for honest answers on this

[Don]

>
> I'd love to see someone do the experiment and stop running the spots
> in long, predictable stop sets.  If you're running 12 units an hour,
> what would happen if you ran one or two units every five minutes,
> rather than six in a row twice an hour?

Some research has indeed been done...leading to what we hear today:

http://www.colemaninsights.com/cms/wp-content/uploads/2013/07/The-Impact-of-Commercials-on-the-Radio-Audience-September-2006.pdf

"What Happens When the Spots Come On"