Nova playing 80% more ads than 3 years ago

Speaking at an ACMA debate, dmg Radio CEO Cathy O'Connor was asked how many minutes per hour of ads the Nova network were playing.

O’Connor said: “At the end of 2009 we increased our ad content by 60% (when Nova stopped the “never more than two ads in a row” strategy). It’s probably closer to 80% now and our audiences have grown.”

“Our experience with consumers is that they don’t hate advertising – they hate bad advertising. And therefore the onus is on us to create better entertainment through advertising."

"Most negative comment we get about ads is not that they’re there, it’s ‘I hate that ad for nasal spray’. It’s about having better creative people working within the radio stations and having executives on the coalface who can bring the creative into the conversation.”

See more at Mumbrella here and Encore here.