Following the lead of modern rock sister “107.7 The End” KNDD Seattle, Entercom’s “Alt 92.3” WNYL New York has implemented its own “2 Minute Promise,” guaranteeing it will only play two-minutes of commercials at a time.
“We asked you, our fans, to help us understand what would make Alt a better station. You told us the No. 1 issue was too many commercials that seem to go on forever,” Senior VP of Programming Mike Kaplan wrote on the station website. “So, to meet your expectations, we created the 2 Minute Promise – we’re giving you fewer commercials overall and in shorter segments.”
KNDD implemented its “2 Minute Promise” in 2014 and saw a ratings bump, moving from eighth to fourth among 18-34-year-olds in Nielsen's Jan-May 2015 PPM survey period with a 6.2 share, up 48% from the same period one year earlier. It also rose from eighth to third in the 18-24 demo, with an 8.2 share in the same period, up 110%.
WNYL currently ranks fifth in the 18-34 target demo and hopes its “2 Minute Promise” improves its performance, which has a Spring Book average a few ticks above a four share. In the 25-54 money demo, WNYL is outside of the Top 5, with a June 2019 PPM AQH share just above three. The station averaged a two share (6+) in the Spring Book.
“Alt 92.3” management did not return a request to comment on their implementation of the new clock, but KNDD previously told Inside Radio that the station eliminated half of its commercial inventory with its own “2 Minute Promise,” stopping down for three, two-minute breaks per hour.
A Thursday afternoon (Aug. 1) monitor of “Alt 92.3” had the station stopping down four times an hour, for two-minutes each – or eight minutes of commercial inventory – and playing an average of 14 songs an hour. A week prior, the station stopped down twice an hour for approximately eight total minutes of spots and played a similar amount of music. It’s unclear if “Alt 92.3” will eventually reduce its commercial minutes by moving to the three stop-sets an hour model that KNDD implemented. As of now, it’s simply spreading out its existing commercial inventory across more stop-sets.
“You’ve told us short commercial breaks are easier to sit through,” Kaplan’s web post continues. “They also help highlight our sponsor partners who make it possible for us to play less commercials than other stations play.”