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Commercial radio stations make most of their revenue selling "airtime" to advertisers. Of total media expenditures, radio accounts for 6.9%.〔(Brandingstrategysinsider.com ) 〕 Radio advertisements or "spots" are available when a business or service provides valuable consideration, usually cash, in exchange for the station airing their spot or mentioning them on air. The United States Federal Communications Commission (FCC), established under the Communications Act of 1934,〔(FCC.gov )〕〔(FCC.gov ) 〕 regulates commercial broadcasting, and the laws regarding radio advertisements remain relatively unchanged from the original Radio Act of 1927, enacted to deal with increasing problems of signal interference〔(Ohiou.edu ) 〕〔Goodman, M., "The Radio Act of 1927 as a Product of Progressivism〕 as more and more stations sprung up around the country. == History == The first radio broadcasts aired in the early 1900s.〔(Old-time.com )〕〔(Earlyradiohistory.us )〕 However, it wasn't until 1919 that radio stations began to broadcast continuously, similar to the modern practice. In the United States, on November 2, 1920, KDKA aired the first commercial broadcast.〔(PBS.org )〕 As more stations began operating on a continuous basis, station owners were increasingly faced with the issue of how to maintain their stations financially, because operating a radio station was a significant expense.〔See note 5〕 In February 1922, AT&T announced they would begin selling "toll broadcasting" to advertisers, in which businesses would underwrite or finance a broadcast, in exchange for being mentioned on the radio.〔See Note 5〕 WEAF of New York is credited with airing the first paid radio commercial, on August 28, 1922, for the Queensboro Corporation, advertising an apartment complex in the newly expanding neighborhood of Jackson Heights.〔(Oldradio.com )〕〔("And Now a Word From Our Sponsor", Broadcasting-Telecasting, 15 October 1956, 110. )〕 However, it appears other radio stations may actually have sold advertising before WEAF. As early as May 1920, an amateur radio broadcaster leased out his "station" in exchange for $35 per week for twice-weekly broadcasts.〔See Note 4〕 And, in Seattle, Washington, Remick's Music Store purchased a large ad in the local newspaper advertising radio station KFC, in exchange for sponsorship of a weekly program, in March 1922.〔 Additionally, on April 4, 1922, a car dealer, Alvin T. Fuller, purchased time on WGI of Medford Hillside, Massachusetts, in exchanges for mentions.〔(Brandingstrategysinsider.com ) 〕 During radio's Golden Age, advertisers sponsored entire programs, usually with some sort of message like "We thank our sponsors for making this program possible", airing at the beginning or end of a program.〔(Balancepublishing.com )〕 While radio had the obvious limitation of being restricted to sound, as the industry developed, large stations began to experiment with different formats.〔Id.〕 Advertising had become a hot commodity and there was money to be made. The advertising director at Shell Oil Co., urged radio broadcasters to deal directly with relevant advertisers, and sell tie-in commercial spots for established radio programs. Like newspaper ads at the time, Sanders figured that advertisers and radio would both benefit from selling ad spots to get the attention of listeners. Radio was an already prominent medium, but Sanders referred to his initiative as radio 'growing up' in terms of its business aspects and how it dealt with advertising. 〔E.H. Sanders. ''Let Stations Build Programs, Sell Tie-ins''〕 The "visual" portion of the broadcast was supplied by the listener's boundless imagination. 〔Needs Citation.〕 Comedian and voice actor Stan Freberg demonstrated this point on his radio show in 1957,〔Jerkwater, Harvey, Filing Cabinet of the Damned", (Blogspot.com )〕 using sound effects to dramatize the towing of a 10-ton maraschino cherry by the Royal Canadian Air Force, who dropped it onto a 700-ft. mountain of whipped cream floating in hot-chocolate filled Lake Michigan, to the cheering of 25,000 extras.〔"The Tip of the Freberg: The Stan Freeberg Collection 1951-1958: Stretching the Imiagination", (Artistdirect.com )〕 The bit was later used by the USA's Radio Advertising Bureau to promote radio commercials. The radio industry has changed significantly since that first broadcast in 1920, and radio is big business today. Although other media and new technologies now place more demands on consumer's time, 95% of people still listen to the radio every week.〔Berman, B., "Keeping DJ Endorsements Alive", Media Week, March 17, 2008.〕 Internet radio listening is also growing, with 13 percent of the U.S. population listening via this method.〔(Edisonresearch.com )〕 Although consumers have more choices today, 92 percent of listeners stay tuned in when commercials break into their programming.〔(Arbitron.com )〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Radio advertisement」の詳細全文を読む スポンサード リンク
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