Pod Position

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• On average, Radio holds more than 92% of its lead-in audience during commercial breaks:
• One-Minute Pod - 99.6%
• Two-Minute Pod - 94.7%
• Three-Minute Pod - 88.5%
• Four-Minute Pod - 87.7%
• Five-Minute Pod - 89.4%
• Six-Minute Pod - 87.9%


• Radio audience levels do not drop significantly between the third, fourth, fifth and sixth minutes of a commercial break.
• Commercial breaks during morning drive hold more than 94% of the lead-in audience.
• Morning drive holds more than 94% of the lead-in audience during breaks ranging from one to six minutes.
• Midday is the next "best" daypart for retention of lead-in audience during commercial breaks. For shorter pods of one to two minutes, midday commercial breaks retain 95% of the lead-in audience.


• Implications for Advertisers:
• Advertisers should recognize that Radio is a commercial-friendly medium.
• Advertisers should not be overly concerned about their position in Radio commercial breaks.
• Advertisers should not be particularly concerned about commercials running in afternoon drive and weekends since commercial audience levels in those times are also high.
• The high level of audience retention during commercial breaks in the morning-drive daypart suggests greater listener engagement in the morning and substantiates the value of morning-drive-inventory.

Source: What Happens When the Spots Come On

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