Clear Channel Radio to Introduce Five Second ‘Ad-lets’

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Finding success with its Less is More, shorter form commercial break strategy, Clear Channel will introduce “ad-lets,” five second radio spots to compliment their shorter, :30’s and :15’s. Clear Channel has been in discussion with an undisclosed agency about the short ad units which, like the five second television Cadillac commercials, will either be a novelty or a viable, long term ad unit. Let’s just hope radio doesn’t become a quick-cut, ADD-style barrage of micro-ads likely to drive some insane while they attempt to keep up with the pace.

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Steve Hall

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