SPOTQ

Jerry Lee is on a mission. “In the years ahead, I am going to get every radio station in the country to use great commercials. I am absolutely committed to making this happen.” The veteran broadcaster — who shocked the industry by selling his independently owned WBEB (101.1) Philadelphia this past year — remains true to the business, with the belief that most radio commercials could be a lot better.

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After dominating Philly radio as the only major standalone FM amid a sea of consolidators — Jerry Lee is now dedicated to SpotQ and won’t rest until the quality of radio spot creative improves industry-wide.​​  “It’s hard to believe that people just don’t get the message,” Jerry says, citing an Advertising Research Foundation study that found that among 5,000 advertising campaigns, 75% of their effectiveness was derived from how good the creative is. “Nothing else counts if 75% of the effectiveness is the creative.”

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When it comes to radio creative, research shows that 68% of commercials that air are not emotionally engaging.  Jerry Lee sees that as a major opportunity for advertisers to drastically improve their return-on-investment by producing creative that is both on-message and on-emotion.  Each time you air an engaging commercial you are growing brand equity.  A study done by ad agency OMD found that engaging radio commercials can generate up to 8 times the return-on-investment than non-engaging ones.  “It all comes down to the creative, because that's where the money is.  So our goal with SpotQ is simple — ensure every radio advertiser makes more money.”