It’s becoming more and more difficult to inspire audiences to take action. Listeners are increasingly distracted and there is more competition for limited attention. As a result, radio stations often fail to promote heavily enough. How many promos are needed for a campaign to work? More than you think. A lot more.

In this article, I show why radio station contests and promotions are not having the impact they could. Including:

  • Promo weight depends on the power of the offer.
  • How Time Spent Listening (TSL) challenges promotion effectiveness.
  • How to properly program promos for greater impact.
  • Why it’s not just how many promos run, but the frequency of message that matters.


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