You know the ones I'm talking about. The ones that sound like the Windows 7 TV ads.
(1) They're extremely weak. There's nothing wrong with a parody, but these ads barely qualify. The writer made no effort at humor or cleverness. It's just guys describing Ticket features in extremely dull terms. They could have had some real fun with this, teasing the hosts and the shows and the Tickers and all the rest, but those spots just lay down and die. They're short but you can hardly wait for them to be over. They make no impression on the ear at all.
By contrast, consider the "Most Interesting Radio Station in the World" ads that parody the Dos Equis commercials. They are not particularly clever, but at least the writer tried to write some gags. "They handle hot sports opinions without an oven mitt" is not going to make you forget Sam Kinison, but at least someone tried to make the spot entertaining.
The "my idea" spots couldn't have taken more than a minute or two apiece to write. I'm wondering if some P1s didn't get together, record those in their basement, and send them in.
(2) How does Cumulus account for revenue on those spots? Do they do a book transfer at The Ticket's normal ad rates from Cumulus to KTCK's revenue sheet? Are they freebies, time donated by KTCK with no impact on the sales revenue figures?
And does the increase (or at least it seems like an increase) in KTCK self-promotion mean that they're having trouble moving spots to paying advertisers? I mean, what's the point of running them at all? If you're hearing the ad you've already decided to listen to The Ticket, and, given The Ticket's listening audience, those listeners are probably already pretty loyal. I realize there is some benefit to the brand from running self-promo ads, some bump in goodwill, some psychological impact among the demo of "belonging" to a special kind of radio club. But they seem to be running an awful lot of them lately, and one would think that time is pretty valuable on a station with The Ticket's ratings. (Or are advertisers balking because of the uncertain coverage of The Ticket's ragged signals?)
(3) It occurs to me that they run these spots because they want to broaden The Ticket's appeal to ethnics. Some of the guys doing the ads are obvious non-Anglos. Kind of like those Chevy truck ads with the Latino-sounding narrator. (And like the Windows 7 ads themselves.)
(4) You think it's easy being a radio talker? You think anyone who knows something about sports, and can talk, can be a host? You think our beloved Ticket stars have the easiest jobs in the world, not requiring any special talent or skill?
Listen to the guys they got doing these ads (they really ought to have some women doing them). Don't know who they are -- maybe Cumulus employees, maybe friends of the hosts or management, maybe P1s with an inside track. Listen to how flat those voices sound (part of it is the flat copy they're being asked to read, but only a small part of it).
Imagine any of them as a host and listening to them for three hours.
And appreciate how talented your Ticket on-air guys really are.