In the morning people usually set their alarm clocks to full or half past the hour. Lots of them choose radio stations instead of regular alarm clock tones to wake them up. That is why we have broadcast our radio spots at 7:00, 7:30 and 8:00 o’clock sharp, postponing the news programmes that are always broadcast at these hours. We had even set the jingle starting the commercial break to play a few seconds before the full hour and half past the hour. This way, when their radio alarm clocks went off, people could hear commercials that sounded like an alarm.