Clear Channel Trials One-Second Ad Spots

15 June 2006

SAN ANTONIO, TEXAS - The world's largest radio company, Clear Channel, which owns 1,200 US radio stations, is set to launch the world's shortest ad slots - lasting just one second.

Branded Blinks, Clear Channel has created several demo ads, one of which takes McDonald's I'm lovin' it brand theme, removes the words, and compresses the residual sound between the end of one song on a music program's play list and the start of another.

Speaking to AdAge, Clear Channel's Jim Cook describes the new technique: "It really is to find new uses of radio for advertisers who are continually asking us to demonstrate that our medium can successfully extend brands, can successfully reach the consumer with touchpoints that are new and surprising."