Global will limit length of radio ad terms and conditions by December
Global has announced it will limit terms and conditions on radio advertisements to a maximum of eight seconds.
Initially this only applied to motor advertisers in a Consumer Trust Initiative trialled in February this year, but will be extended to all categories by 1 December 2022.
As part of the initial project Global examined the impact audio ads with longer terms and conditions had on the listening experience, listeners’ trust of the media channel, and their perception of the advertiser.
The results showed extensive terms and conditions not only had a negative impact on listeners’ experience, but also consumers’ perceptions of the advertised product.
The Consumer Initiative also found listeners could not absorb or recall important information when the terms and conditions are too complex, and they were less trusting of the advertiser.
Only 4% of listeners say they could recall “any salient facts”, as listener attention “plummets” when they’re broadcast, research by Global and Radiocentre found.
Mike Gordon, chief commercial officer at Global said: “We have been extremely pleased with the response to the initiative from the motors sector since February and we are grateful to all our clients, creative and media agencies who have contributed to the successful adoption of the policy.
“We are certain that together we have helped improve the listening experience for our listeners, increased comprehension of the T&Cs and built further trust in radio advertising.”
He added: “We appreciate that it will require a change of approach and we will offer support and guidance to make it a seamless and positive process.”
When approached for comment, a spokesperson for Bauer said this was not something the rival station was considering at the moment.