YOUR LOCAL AUDIENCE
WITH TARGETED ADVERTISING
Radio Advertising
Radio advertising works best in short bursts. Ads are usually sold in 30 and 60 second spots, so keep the information simple and the chatter to a minimum. Unlike visual media, there is nothing to see to hold the listener’s attention. When done properly, this is not an issue. Using a jingle or skit is most effective for brand recognition. Multiple spots with the same theme or idea help the audience identify your company over time.
For special events, sales or grand openings, a local radio campaign will capture the attention of a certain demographic in the area. By choosing radio stations selectively, advertisers can reach specific age, gender and lifestyle groups. For less specific targets, ads can air on sister stations at a discounted rate for higher saturation of the local market.
The average radio spot takes about 3 weeks to put together from beginning to end for an experienced buyer. Developing air schedules, ad copy and negotiating with local stations can be daunting for new-comers. Using a special marketing agency or go-between with radio advertising experience can reduce the time and stress involved. For those on familiar ground, this may be an added expense they can do without.
Radio stations can either provide everything you need or simply be handed a package to run. It all depends on how much money you want to spend. A cheaper spot features your own voice or a favorite station announcer’s. Using a production agency will be more expensive, but you will get a better quality, more professional message.
There are about 12,500 radio stations in more than 250 major U.S. markets. About 2,500 of those are national public radio, community and college stations. About three-quarters of all radio ad spots are bought on the local level.
In radio advertising, the term “cume rating” is batted about regularly. It is the percentage of individuals in the local population listening to a particular station for at least 15 minutes from 6 a.m. Monday through midnight Sunday. A station reaching 15% of the market each week earns a cume rating of 15. The higher the number, the more bang for your buck.
While running an ad on local radio does not guarantee that people will listen to your message, it will target your intended audience. It’s up to you what to do with that audience when you have it. Most people listen to the same radio stations every day. They have set listening habits, whether it’s the morning and afternoon drive, all day at work, or nighttime at home. If they’re not listening, they’re not hearing your message.