Radio Advertising

RADIO MARKETS

Radio markets are categorised as either metro or regional. Similar to TV where the metro markets are made up of Sydney, Melbourne, Brisbane, Adelaide and Perth. All other areas are classified as Regional.

ZONES

  • Breakfast = 5.30am – 9.00am
  • Morning = 9.00am – 12.00nn
  • Afternoon = 12.00nn – 4.00pm
  • Drive = 4.00pm – 7.00pm
  • Night = 7.00pm – 12.00mn
  • Run of Station (ROS) = all sessions

RADIO COMMERCIAL LENGTHS

15 seconds, 30 seconds, 45 seconds, 60 seconds, 90 second.

RADIO CREATIVE OPTIONS

Media Agencies often work with radio stations to implement many creative opportunities such as outside broadcasts at specific locations, competitions, and product sampling.

Live reads mean you supply a script to the announcer and they will read the message live at nominated times.

Sponsorships allow you to naming rights to a segment which includes billboards (e.g. this programme brought to you by…).

Sampling promotions is where product giveaways are provided on location.

RADIO RATES

You can generally buy a number of spots in a certain time zone and the costs will vary by these zones and can fluctuate depending on market demand. Packages are also often bought where a minimum number of spots (usually 30) are scheduled across all zones (Run of Station, ROS). Rates are charged by the number of spots x relevant cost for the zone. The higher performing zones generally attract a higher rate (i.e. Breakfast and Drive).

RADIO PROGRAMMING

Each station has a specific profile that is usually complimented through all dayparts with a consistent selection of music and personalities. A station profile may be one of the following formats: talkback, easy listening, hit music, classic hits, contemporary, new music.

RADIO BUYING CONSIDERATIONS

Radio spots are bought by selecting the number of spots to be placed on a specific station, in a specific zone. This decision is influenced by the performance of these stations and zones in reaching the target market and considering the associated cost and environmental compatibility. Booking information requires detail such as station, daypart, number of spots, commercial length, specific weeks / days and spot rates.