The Facts About Radio Advertising
Radio is considered a so-called mobile medium because people routinely listen to it in so many places. Radio is listened to in homes, in cars, at work and in stores; you can even get radio on your phone. The mobility of radio is a great advantage to radio advertisers.
Other People Are Reading
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Impact
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According to research compiled by the Radio Advertising Bureau, consumers are generally more receptive to the advertisements that they’ve been most recently exposed to prior to any purchases they make. This makes radio advertising a potentially very influential form of promotion.
Length
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Radio ads must adhere to strict time limits. They may be either 60 seconds, 30 seconds, 15 seconds, or 10 seconds long.
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Types
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Radio advertisements have two basic types: a live read--where the on-air talent reads the script an advertiser provides--or a pre-produced commercial.
Production
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The process of producing a radio ad is relatively uncomplicated. All that is required is a computer equipped with audio recording and editing software, a good microphone, a well-written script, personable voice-over talent, and maybe a few sound effects CDs. You could produce the ad yourself (if you have the skill), hire an ad agency or enlist the radio station to produce the commercial (which many stations will do at know extra cost if you buy airtime with them).
Price Factors
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The cost of airing a radio ad depends upon many factors including: the size of the broadcast market, the daypart the ad airs in, the Arbitron ratings of the radio station and the buying power of the target market.
Average Cost
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The average cost of running a 30 second radio ad can range from as little as $20 to $1,400 in a city like New York.
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