Commercials are the topic for this weeks post, specifically discussing quality vs cost and how the “race to the bottom” in regards to pricing could potentially damage your brand. And as we’re talking commercials, our Commercial Production Manager Luke McPeake has chipped in with some key info. Let’s get into it.
Commercials are incredibly important!
As the latest Radiocentre figures show, people are now listening to more Commercial Radio, and listening for longer. Evidence also suggests that those listening for longer intend to do so beyond the current restrictions. A different study has further cemented radio’s reputation as one of the most trusted advertising mediums for consumers. With this in mind, there’s never been a better time to utilise the power of radio.
So, now that you’ve got a captive audience, your primary focus must be on keeping them engaged and listening. The surest way to make listeners switch off will be excessive commercials but especially those of questionable quality. There are no ifs or buts, it’s a fact. We play on that fact all the time in imaging, “less commercials more music”, “let’s get back to the music”, “commercials off music on” etc etc. Of course, within commercial radio, they’re the lifeblood of the station. They’re incredibly important! So, why then, would you go with inadequate quality just because it’s the cheapest option?
Accountants and Dentists?!
Consider those decisions in other parts of your life. The trade off between quality and cost. Do you ALWAYS go for the cheaper option and sacrifice quality? If you need root canal dentistry, would you go to a highly qualified professional to sort out your pearly whites, or your mate Dave who works in accounts but did some work experience as a dental assistant back when they were 17 and has offered to do it for you cash in hand? And if not Dave from accounts, why not? The same should apply to your commercial production and if you’ve never looked at it that way, then why not start now!
Short-term thinking = short-term success, long-term struggle
Cheap commercials, lacking in quality can easily put off listeners. Yes, you’re clearing more profit from the client in that one instance - but the likelihood of that client seeing a healthy ROI and therefore coming back to you for future advertising is far lower. It’s short-term thinking that results in short-term success, but long-term shortfalls. A top quality commercial, with careful consideration afforded to style, tone and choice of voiceover, music and sound effects will almost certainly improve that ROI for the client, and continue to do so over a much more sustained period.
Project Management Triangle
Love this - courtesy of https://jonathancrossfield.com/
No hate here
Given all the above, I do feel like I need to point out that we’re not hating on cheaper commercial production providers - quite the opposite! My point is that there seems to be a constant “race to the bottom” on pricing, where commercial production providers are having to cut corners to save time and man hours to hit more competitive rates that are constantly getting lower and lower. And a result of this is, obviously, is lower quality output. You can’t expect the Mona Lisa to be painted on the timescale of a GCSE art project, it’s just not possible.
Quality vs Time
Conclusion
The cream always rises to the top, whatever the industry. In this case, higher quality commercials will always win in the end - because they provide the ROI that clients are looking for and aspiring to. The only question is whether it’s going to cost your audio service a lot of money, and potentially damage your brand, to find the commercial production houses that provide that quality without sacrificing too much.
As usual, we’d love to hear from you in the comments. Agree, disagree, have a mate in accounts who does dentistry, whatever… hit us up below.
Cheers,
Adam & Luke.