You’re not buying a commercial – You’re buying an audience

radio advertising nz
Radio stations design their programming to attract certain listeners, and then sell those listeners to advertisers in tiny increments.

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A radio station has an ad time inventory of about 18 minutes per hour, which it sells in increments of 15 seconds, 30 seconds, and 60 seconds (:15s, :30s, and :60s). But not all minutes are valued equally. Audience size shifts dramatically throughout the day, and radio rates vary to reflect the change in the estimated number of listeners you are reaching.

Radio offers us advertisers the ability to reach our core target markets from radio stations designed to target 10 – 15 year age groups and with most radio stations having a regional focus on their content, this is great for us, as we can really target the areas and demographics effectively. if you are looking to appeal to men aged between 18-30, you may want to consider advertising on an all – sports station or an FM rock station (Radio Sport, The Rock or Hauraki)

Radio stations sell time, and they sell access to markets. The key feature of a radio station is its content—the type of programming it features and the style of the announcers. The format determines the audience the station appeals to, and the audience it delivers to advertisers. Some of the most common descriptions are: Top 40

Some local stations are affiliated with national broadcast networks such as More FM and ZB. These stations have more credibility as a news source, and consequently will be able to charge higher rates.

Pick Your Day-Parts

Radio stations design their programming to attract certain listeners, and then sell those listeners to advertisers in tiny increments. A radio station has an ad time inventory of about 18 minutes per hour, which it sells in increments of 15 seconds, 30 seconds, and 60 seconds (:15s, :30s, and :60s). But not all minutes are valued equally. Audience size shifts dramatically throughout the day, and radio rates vary to reflect the change in the estimated number of listeners you are reaching.

Writing radio copy

You can write your own ad copy or you can hire an agency or have the radio station do it. You need to make sure that your ad:

Even if you decide to write your own ad and it is a simple so-called talking head, I suggest you don’t read it yourself, much as you probably want to. Get the radio station to provide a great-sounding voice that works for you.

Radio ads require frequency, from a budgeting perspective plan for 15 x spots per week per station you are on, try and keep the ads in a particular time zone, so you can reach your specific audience often enough which should create the awareness and therefore action.