SYNDEY: DMG, the Australian radio company, and SMS, the media group have confirmed they are part of an “underground movement” aiming to cut down on advertising clutter in the country, a strategy seen as aiming to reduce the number of ads, and so persuade marketers to pay more for airtime.

Other organisations forming part of the group are rumoured to include Facebook, and its aims are also said include trying to counter consumers' growing  dissatisfaction with the overall number of ads.

SBS claims it runs 60% fewer ads than other commercial TV networks, and reported that ad revenues were up 10% this year, albeit "well behind" its target of 15%.

DMG has also recently released research, conducted by NeuroInsight, which found that over 25% of consumers demonstrate lower attention levels during radio breaks with six advertisements compared with shorter intermissions between programmes.

In all, 11% of radio listeners will found to "tune out" mentally during the first ad, rising to 27% during the second to fifth ads, with a further 18% of people doing so during the sixth ad; a two-ad break, by contrast, saw much lower levels of disengagement.

Data sourced from Sydney Morning Herald; additional content by WARC staff