It’s in our homes, our cars, our workplaces, our pockets, or around our necks. Radio provides the soundtrack for everyday life. This highly portable broadcast media has proven to be surprisingly adaptive, maintaining its relevance (and profitability – radio sold about $20 billion in advertising last year) by changing with the marketplace.

More than Music to Your Ears
Companies considering radio can choose from a wide range of programming and buying options. Broadcast formats vary widely with stations devoted to every imaginable music category, along with channels devoted exclusively to news, sports, talk/advice, religious broadcasts and children’s programs. Advertisers should check station data and rate sheets to determine the cost-per-listener and to ensure your target audience is part of a particular station’s demographic reach.

Costs of an ad can change dramatically depending on the time of day when the spot runs. Normally, drive-time ads – run during the hours when listeners are most likely to be in their cars either going to work or returning home – are the most expensive time spots on any station. Advertisers can reduce their costs by buying spots during non-peak hours, or by buying Run-of-Station (ROS) packages where ads run throughout the day. Your media buyer will negotiate with the station representative to obtain a guarantee that a specific percentage of your ads will run in premium timeslots. The length of the spot can also affect the cost, so your budget may determine whether your best option runs for 30 or 60 seconds. You may want to consider buying time during specific programming that fits your customer profile.

Tips for Effective Radio Ads

• Mix it up. By using different stations and running your ads at different times, you’ll broaden your reach.
• Let your audience’s imagination run wild. One of the strengths of radio is that you can create even the most elaborate scenario inexpensively using words and sound effects.
• Repetition, repetition, repetition.
• Add a unique music background or create a jingle to make your spot more memorable.
• Keep your message simple – your time is limited and you don’t want to overwhelm the listener.
• Use disk jockey endorsements and live spots to add credibility to your ad.
• Partner with the radio station by providing giveaways or other support for a special event in exchange for on-air mentions.
• Keep your message fresh (and your listeners’ attention) by rotating two or more spots playing on a station.
• Be professional – an advertising agency can add polish and professionalism to the production quality of your spot.