No one knows Kelly Kibler, but she may be revolutionizing radio advertising…and maybe TV advertising.

It’s a return to the 1940’s.

Remember when Radio was radio, and announcers or narrators for radio soap operas simply read commercial sponsorship messages?

No 2 minute or 4 minute programmed ad slug back then…the technology didn’t exist.

No opportunity to change the radio channel back then.

But today, when radio programming takes a “commercial break” millions of consumers change the station, or make a cell phone…ignoring the millions of dollars spent on traditional radio ads.

In this time of advertising turmoil, Kelly Kibler came up with an idea now in test for Clear Channel’s KZPS Dallas.

No ad slugs. No programmed “commercial breaks.”

Announcers, though, integrate advertisers into the programming for a shorter 10-15 second period. Just like the olden days.

No commercial pods to ignore, no chance to change the channel, no chance to make a cell phone call until regular programming returns.

The Jack-FM format tried to address this issue, but didn’t quite get there. More programming yes, but programmed commercial breaks still gave consumers the opportunity to change the channel or make a cell phone call (believe consumers are not tuning in for ads).

This gets to the heart of the issue: consumers are ignoring ads today.

Consumers don’t want to be taxed with 2-4 minutes of gobbledy gook.

And, indeed, Advertisers don’t want consumers to ignore the advertising they pay for.

The commercial pod format is outdated.

It does not work for the advertiser. It does not work for the consumer.

Kudos to Kelly Kibler…perhaps an unknown at Clear Channel with perhaps the best idea in the radio advertising industry.

With the advent of “Oleg” content in commercial television pods, and the soon to be released data on TV’s commercial ratings due from Nielsen on May 31–will TV be following radio’s latest advertising solution?

If the Nielsen commercial ratings report says what I think it will say (consumers aren’t watching commercials)…you better believe it.

Mark Hughes is a business marketing speaker, consultant, and author of the book Buzzmarketing: Get People to Talk About Your Stuff (Penguin/Portfolio).

Technorati Tags: buzz, buzz+marketing, brand, branding, portfolio, nielsen,marketing,commercial+ratings