In radio worldwide, reach (cume) is holding steady but time spent listening (TSL) is on the decline.

However there's one place that programmers often don't focus to retain listeners - the creativity of commercials inside the commercial breaks.

Today Wade Kingsley talks to two legendary audio creatives, Matt Dickson from SCA and Chris Greggson from Tapt Media. They discuss the way to engage audiences with some great examples for you to listen to.

If you're a content maker or programmer, this might give you some new thinking on how to stop listeners tuning out during the commercial breaks.

Our podcast partner is RCS.

RCS helps broadcasters at all levels create, manage and deliver great content with trusted solutions for playout, scheduling, ...