Radio Advertising: How to Advertise Your Brand on Radio

8 min read

Radio advertising is one of the oldest forms of advertising, with the first radio ad airing in 1922.

So, here we are over a century later, with it still being an effective form of advertising.

Radio advertising is an excellent way to promote your business, generate sales, and improve brand awareness.

Here’s why!

What is Radio Advertising?

Radio advertising is when a brand pays a radio station for a portion of airtime where their ad will play.

Of course, just like any form of advertising, the idea is to promote a brand, product, or service. Ideally, the result is that more customers purchase whatever is being advertised.

Radio Advertising Costs

The first question is probably how much radio advertising costs.

This can vary based on a few factors, but the two primary costs to consider are production and distribution. The latter tends to be the more expensive part.

Depending on location and the chosen broadcast station, distribution costs can range from $200 to $5,000 weekly.

Typically, metropolitan area stations tend to be more expensive than local radio advertising.

Production can range from $300-$1000 depending on voice talent, editing, and more.

Other factors can affect the cost of the ad as well, such as:

Radio station listener base. The amount of average listeners that a station has can play a role in its advertising costs. Placing an ad on a station with a large listener base will cost more, but it will reach more people as well.
Air time. The time that the ad is played can change the cost, as peak times will cost more.
Length of ad. Ads can range between 15-30 seconds, with longer ones costing more.
Frequency. Most people will want to aim for the highest listening times, such as the afternoon and morning. However, these slots may only play the ad once if they have others to play. It may also be better to focus on other slots where the ad will be played more frequently. The budget can be allocated toward the more costly peak time or for more plays.

How to Advertise Radio Effectively

There are a few steps to advertise radio effectively.

Firstly, there is the matter of creating an ad. This can be done in a few ways, such as:

Have the radio station create the ad. Some stations will offer to create an ad for the business. However, quality can vary. Certain stations may offer professional production, but others may simply read your copy over the air. Before choosing this option, make sure you can turn it down if it is not to your liking.
Hire a professional. For quality radio ads, the best choice is to hire a professional production company or radio advertising agency. They can handle everything involved, including script writing, recording, editing, and effects. Of course, this will be the most expensive option.
Freelancer. If budget is a large concern or you need a little additional help, you can hire freelancers. This is a good option if you have a radio advertisement script but need a voice actor or editing, etc. Although, make sure to check the reviews of the freelancer’s previous clients and review their work.

Of course, there is always the option of the business creating the ad themselves.

However, this is not typically advised unless there are staff members with voice-acting experience. Conveying the right message and tone is important to an effective ad.

Types of Radio Advertisement

There are several types of radio advertisements commonly used, but there are no real rules for radio ads. However, many of the standard formats are used because they have been shown to be effective.

Here are some general ideas to get started.

Narrative. Narrative radio ads are similar to TV commercials, just without video. They use a script and multiple voice actors to tell a short story or act out a scene related to the advertisement.
Sponsorship. When a business sponsors part of the show, the hosts will mention it during the show. Since it will be part of the show, it helps to stand out from others that are delivered during breaks.
Testimonials. Testimonials involve a customer’s voice and their experience with the brand. Having a customer vouch for your business can impact others who may be considering your product or service.
Jingles. Jingles are short musical tunes related to the product, brand, or service. These are some of the most impactful and catchy advertisements. In fact, there are several famous radio advertisements jingles, such as Bud Light’s “Real Men of Genius” or Folger’s “The Best Part of Waking Up.” These were also included in their TV commercials and got stuck in everyone’s head.
Live ad read. A live ad read is when the host or DJ reads a scripted ad out loud. These can make a significant impact because they add the credibility and backing of the host to the ad.

Pros and Cons of Radio Advertising

Just like any other form of advertising, radio has its advantages and disadvantages.

Firstly, let’s take a look at some of the advantages of radio advertising.

Cost-effective. Compared to several other forms of advertising, radio advertising is relatively cost-effective.
Reach. Radio offers an easy way to connect with a large audience.
ROI. According to one study, radio offers a return on investment of $12 for every $1 spent on advertising.

However, some disadvantages include the following.

Limited spots. It is ideal to air a radio ad during peak listening time. Unfortunately, this is where everyone wants their ad to air, which can make it difficult to secure a spot.
No visuals. Visuals can make a huge difference in the impact of an ad, which radio obviously lacks.

At the end of the day, radio advertising is an excellent tool for a multi-pronged strategy.

It can help to reach certain demographics and target audiences who are not commonly in the digital space.

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Aug 25, 2023

About the author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.