The Southern Ontario/WNY Radio-TV Forum / Radio Spots: How Many In A Row Is Too Many?

**Posted by RadioActive** January 27, 2025 6:26 pm

This all came about because I was listening to Moore in the Morning on CFRB Monday and he promoed an upcoming segment "after the break" that sounded interesting to me. So I stayed tune through it.

Or at least I tried to.

The commercials went on and on and on and on, at least five minutes if I counted correctly. But I'm not sure because by the third minute or maybe more, I had finally had enough. I just was not prepared to sit through any more, as they aired one after another for what felt like an eternity.

Hey, I get it - spots are the lifeblood of the industry and they helped pay my salary for many years. But there also comes a time when too much is too much and they become a de facto tuneout. Especially with the Spence Diamonds, the Subarus and some of the other idiotic ones airing currently.

So my question: assuming you're interested in the coming segment or song, how long will you reasonably stay tuned to a radio station to hear what's next? Is there a limit beyond which you've simply had enough? Making an extra buck is great, but not when it costs you the ears you need to hear them.

**Posted by Chrisphen** January 27, 2025 6:47 pm

*Switches to 1010*
"Ah Christ. Not Spence again..."
*Switches to 99.1*
"Ah Christ, not Martha Chavez again..."
*Switches radio off*

**Posted by paterson1** January 27, 2025 7:12 pm

A couple of things. There is no limit for commercial AM/FM and OTA TV in Canada. Technically a radio station could play hours of back to back commercials if they wanted to or could sell the time. I am not totally sure, but I believe this also includes infomercials and sponsored material with no time limit.

Most people when listening to radio are doing other things. They are not sitting listening to the radio unless they are in the car alone. If you are talking to someone else in the car, you don't really notice long commercial breaks as much or care, but also aren't listening as closely.

On US commercial radio I have heard commercial/promo breaks longer than 10 minutes on FM music stations. Yesterday afternoon I heard a break on WBEN 930 in Buffalo that was 7 minutes of commercials and promo and 90sec - two minutes of news, weather and sports sandwiched in the middle. I normally wouldn't listen to this but I was curious how long the break would be.

**Posted by RadioActive** January 27, 2025 7:24 pm

Chrisphen wrote:
*Switches to 1010*
"Ah Christ. Not Spence again..."
*Switches to 99.1*
"Ah Christ, not Martha Chavez again..."
*Switches radio off*

This just in - Martha Chavez hired to be the new spokesperson for Spence...

**Posted by Chrisphen** January 27, 2025 8:32 pm

RadioActive wrote:
Chrisphen wrote:
*Switches to 1010*
"Ah Christ. Not Spence again..."
*Switches to 99.1*
"Ah Christ, not Martha Chavez again..."
*Switches radio off*
This just in - Martha Chavez hired to be the new spokesperson for Spence...

I could only imagine the copy. Oof.

**Posted by Radiowiz** January 28, 2025 2:13 am

paterson1 wrote:
A couple of things. There is no limit for commercial AM/FM and OTA TV in Canada. Technically a radio station could play hours of back to back commercials if they wanted to or could sell the time. I am not totally sure, but I believe this also includes infomercials and sponsored material with no time limit.

Let's back that up: https://playbackonline.ca/2023/09/06/crtc-removes-advertising-time-limit-from-discretionary-channels/

**Posted by mic'em** January 28, 2025 7:56 am

You think it's bad now, wait for the election propaganda to start.

**Posted by RadioActive** January 28, 2025 8:14 am

It already has. Something called Canada Forward seems to have ads on every single break. Same with one of the teachers' unions.

As annoying as it may be, it's good for radio in general, which is struggling to make money. This won't hurt, even if it's temporary.

**Posted by Shorty Wave** January 28, 2025 8:56 am

1010’s commercial breaks are 5 minutes and the program segments are 10 minutes each. I also think the breaks are too long but as paterson1 pointed out, they’re longer in the US, so I guess we’re lucky….!

**Posted by newsguy1** January 28, 2025 1:09 pm

It's not just the length of the breaks, but as we all know it's the repetition of the ads.
Yesterday I heard that god awful ad for Food Basics where the gravellely guy bellows at the top of his lings. It was followed by the Subway ad where another gravelly voiced guy bellows about sandwiches.
Another major tune out is those bloody divorce lawyer ads, expecially the one that actually has a jinge. A jing about getting divorced! and that depressing dirge sung by that baby voiced woman... "Diveoooorse is never easy we help make it eeeeesieeer."
Ugh.

**Posted by Easily Amused** January 28, 2025 1:19 pm

Always a groaner are the ads where the advertiser just has to be the voice of the business. While Russell Oliver can be an annoying sort, there are some businesses on Buffalo AM stations that their owners shouldn't be allowed anywhere near a microphone.

**Posted by newsguy1** January 28, 2025 2:04 pm

Owners who do their own ads often do so because they know how bad they are at it.
They believe people think their incompetent delivery is funny.
Sometimes that pays off doe them.
Used car salesman Ralph Williams had ads so bad and obnoxious that talk show legend Johnny Carson found out about him and ridiculed him on The Tonight Show, making him a star.
A few years back a documentary was made about Winnebago salesman Jack Rebney.
He became famous for having fits of rage while trying to film ads about the expensive RVs.
The doc became a hit and made Rebney a figure of empathy and good will when it was revealed he was going blind and living as a recluse.

**Posted by rk12** January 28, 2025 2:08 pm

If you run too many ads you are going to lose your audience.I wonder why CBC radio 1 has much better ratings?

**Posted by RadioActive** January 28, 2025 2:18 pm

You may be hearing ads on CBC Radio soon. I believe they're obligated by law to accept political advertising from the major parties if they want to buy time on their stations. Not sure about the Ontario election, but definitely the federal vote, whenever it comes.

**Posted by Walter** January 28, 2025 4:36 pm

Speaking of radio ads, particularly awful ones, is it too much to hope for that Fiona has gone back to Scotland, after her brief visit to her brother started about 3 years ago? Haven't heard the old bag for a while, thankfully.

**Posted by SpinningWheel** January 28, 2025 4:45 pm

Chrisphen wrote:
*Switches to 1010*
"Ah Christ. Not Spence again..."
*Switches to 99.1*
"Ah Christ, not Martha Chavez again..."
*Switches radio off*

Oh for the good old days..... Here's a picture from inside a TTC bus circa mid 1970s, notice the ad. A link to his Flickr album of Toronto in the 1970's is HERE.

(Credit 'queenstwest' on Flickr.

Last edited by SpinningWheel (January 28, 2025 4:47 pm)

**Posted by betaylored** January 31, 2025 7:16 pm

A couple of factors are at play methinks...

How close you are to the radio to be able to switch the station.
How much are you interested in what the radio host has been talking about and what they said is coming up in the next half hour.
The first spot that's played. If it's that wailing Lion King yell I'm tempted to exit stage left, same with Kars for Kids and the Spence "ads."

I do my best to just tune 'em out.

There should be a guideline of only one crummy extra irritating spot per block. I've heard two political ads back to back on Newstalk 1010 and it wasn't the best look for the station. Someone should have planned the running order better.

And the music bumper coming back from the commercial break is an often overlooked opportunity to get the attention of the listener and keep the show current. It's easy to tell who's on autopilot on the board when nothing but stale old rock and roll songs are replayed over and over and over again.

Except for ZZ Top's La Grange, and a few AC/DC tunes, those gems are evergreen.

Sidebar: why are there so many badly voiced spots with the voice actor dropping a word here, being sloppy with the diction there...

Last edited by betaylored (January 31, 2025 7:24 pm)

**Posted by mic'em** February 1, 2025 8:13 am

Several decades ago I was the morning pronouncer on a AM station on P.E.I. where the station slogan was ' The Island's Best Music '. I recall once having to play about 8 spots in a row, after they finished , I intro'ed a song by saying ' The Island's best commercials '. That didn't go over well with management. Let's just say I never repeated it.

**Posted by mace** February 1, 2025 9:18 am

Easily Amused wrote:
Always a groaner are the ads where the advertiser just has to be the voice of the business. While Russell Oliver can be an annoying sort, there are some businesses on Buffalo AM stations that their owners shouldn't be allowed anywhere near a microphone.

Could one of those Buffalo ads be Mike Barney Nissan? "Great cars. Lousy jingle"

**Posted by mace** February 1, 2025 9:41 am

There is one television spot that drives me to spin cycle. It's the Bell Art Exibit ad where viewers get to see his bad era and good era. He dropped cable for Bell Fibe. For some reason, I absolutely detest the woman portraying the art display hostess. Her oversized glasses, deep throaty voice, and snobby delivery could have something to do with it. But when she gleefully exclaims "It's A Masterpiece" at the end, that tops the cringe factor for me. A very close second is the Uber Eats ad where the couple attempts to get into a solidly booked restaurant. Out of the blue. a guy appears claiming that "Perhaps I can help" Get us a table? Oh no! Can't do that. Then he starts explaining how wonderful the sponsor's product is. I find him to be arrogant and extremely condescending. This ad failed miserably in attracting me to try their product. To be fair, no ad would have worked. I have never had any desire to use any of the food delivery services currently available.

**Posted by Tq345** February 1, 2025 10:51 am

mace wrote:
There is one television spot that drives me to spin cycle. It's the Bell Art Exibit ad where viewers get to see his bad era and good era. He dropped cable for Bell Fibe. For some reason, I absolutely detest the woman portraying the art display hostess. Her oversized glasses, deep throaty voice, and snobby delivery could have something to do with it. But when she gleefully exclaims "It's A Masterpiece" at the end, that tops the cringe factor for me. A very close second is the Uber Eats ad where the couple attempts to get into a solidly booked restaurant. Out of the blue. a guy appears claiming that "Perhaps I can help" Get us a table? Oh no! Can't do that. Then he starts explaining how wonderful the sponsor's product is. I find him to be arrogant and extremely condescending. This ad failed miserably in attracting me to try their product. To be fair, no ad would have worked. I have never had any desire to use any of the food delivery services currently available.

I couldn't agree more about the Fibe ad. That woman's voice is very off-putting.

Speaking of off-putting voices, while watching the Saturday Night Live music special this week, I was shocked at the sound of Miley Cyrus' voice. Perhaps she was suffering from laryngitis, but she sounded like she had a 50 year four-pack-a-day habit.

**Posted by Easily Amused** February 1, 2025 11:05 am

mace wrote:
Easily Amused wrote:
Always a groaner are the ads where the advertiser just has to be the voice of the business. While Russell Oliver can be an annoying sort, there are some businesses on Buffalo AM stations that their owners shouldn't be allowed anywhere near a microphone.
Could one of those Buffalo ads be Mike Barney Nissan? "Great cars. Lousy jingle"

That's a very old commercial, you can clearly hear Kevin Keenan's voice in it, from when he was with WBEN AM. Barney is getting his money's worth out of that old clunker.

As a very occasional listener of WGR AM, Riverfront Auto Sales is probably the worst. No longer heard are the Brothers of Mercy nursing home jingles, those were similarly grating.

**Posted by Radiowiz** February 1, 2025 11:19 am

It costs a lot of money to run a radio station and nothing for the listener to turn on the radio.
Sadly, it also costs nothing for the listener to tune out and potentially not come back.
(or return after the ads are done)

**Posted by darcyh** February 1, 2025 11:55 am

SpinningWheel wrote:
Chrisphen wrote:
*Switches to 1010*
"Ah Christ. Not Spence again..."
*Switches to 99.1*
"Ah Christ, not Martha Chavez again..."
*Switches radio off*
Oh for the good old days..... Here's a picture from inside a TTC bus circa mid 1970s, notice the ad. A link to his Flickr album of Toronto in the 1970's is HERE.

(Credit 'queenstwest' on Flickr.

Love that oscilloscope sine wave in the CFRB logo.

**Posted by Walter** February 1, 2025 12:30 pm

Walter wrote:
Speaking of radio ads, particularly awful ones, is it too much to hope for that Fiona has gone back to Scotland, after her brief visit to her brother started about 3 years ago? Haven't heard the old bag for a while, thankfully.

Damn. It was too much to hope for.