[BC] Commercial creativity....

[James Potter]

That's the most grating aspect of radio and TV these days -- double and triple-spotting.  CBS Radio News does it. The theory is that people tune-out during spots, so if you repeat them close-spaced, some of the message will get through. I grind my teeth and make a point of not buying those products or service being advertised. 

The other prong of the problem is many client's cheapness to produce a flight of rotating spots, each different from the other. That's our philosophy at our Little Spot Shop enterprise.  In my anecdotal experience, 15s or 30s are best.  You can also butt two different 15s back-to-back to make a 30 and be highly effective to pitch a product. But not the same dagnab 30 sec spot repeated two or three times within a five minute newscast.  Ugh! 

Regards/J