SYDNEY: DMG Radio has moved to scrap Nova's low clutter advertising rule that has been in place since its launch in 2001.
Nova will continue to offer advertisers a "reduced clutter environment", which it claims will still boast 40% fewer ads than its main competitors. Nova will introduce breaks of various sizes across the week.
DMG Radio chief executive Cathy O'Connor said the move introduces "flexibility", saying: "This will allow us to collaborate with advertisers and agencies in new ways."
On whether the move will affect pricing, O’Connor said: "It will depend on how clients have dealt with us in past. Any client that has been paying a true CPT premium won’t be disadvantaged by the move. If the client is happy to be flexible, we’ll enter into negotiation.
"The move is a response to the market," she added. "Agencies have told us one of their frustrations is they can’t get onto Nova [with the two ad breaks]. This is a response to the short-term market. We can attract a larger volume of clients and direct clients like SMEs who tend to be price sensitive and engage less on a brand alignment than traditional spots.
"There’s a listener benefit in doing this, in that you interrupt the music less."
PHD chief executive Barry O'Brien believed it would be good news for the network.
"Opening up it no more than two ads per break rule is a very, very smart move given the pressure of [advertising] inventory," he said. "There will be a lot of positives out of this for both Nova and their clients. It won't hurt them at all."
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