Advertising Clearance Practices of Radio Stations: A Model of Advertising Self-Regulation

Abstract

Abstract Since advertising media can reject any advertising submission, the clearance process is one of the most potentially effective and powerful advertising self-regulatory tools. Previous descriptive studies have found that clearance procedures vary greatly among television stations, and between the networks and individual stations (Rotfeld, Abernethy and Parsons 1990; Wicks 1991). Based on variables identified in the television literature, an overall model of influences on radio clearance practice is built. To test the model and to assess how well it can be extended from television to radio, clearance activities of a large number of radio stations are tested. Stations more closely following the 1982 NAB Code have stricter substantiation procedures. Stations with more audience complaints, greater market power and stricter substantiation processes are more likely to reject a higher percentage of advertising submissions.