Chrysalis Radio commercial director Don Thomson is calling for media owners and agencies to look for ways to reduce advertising clutter across commercial media.
Thomson plans to raise the issue with media agencies this autumn, in an effort to start a debate about the need to trim down advertising across all media in order to make it more effective.
He will present research that he has carried out into the current advertising situation in the UK and examples of where a reduction of advertising has helped to grow audiences.
Thomson says clients are increasing pressure on agencies to drive down costs and this means that media owners have to make up for the decrease in revenue by increasing the amount of advertising that they take.
He adds that this, combined with the proliferation of new commercial radio stations and television channels, has led to a massive increase in advertising across all services, which results in advertising being less effective, affecting potential audience growth.
He says/ “We would like to start a public debate about this, although it needs to take place in a wider context than commercial radio or Chrysalis.”
Thomson points out that media giant Clear Channel has introduced a policy of reducing the number of ads its runs across it US radio stations. It has reported a seven per cent fall in revenues but it is understood that listenership across its 25 top stations has increased by 14.5 per cent.
Guardian Media Group reduced the number of ad breaks on London station Smooth FM when it was rebranded from Jazz FM earlier this year.