Numbers don’t lie, they tell us. According to Arbitron, a NYSE traded company of media and marketing research, 228 million Americans listen to the radio in any given week. That is 94% of the population ages 12 and over. With those kind of numbers no wonder advertising on radio is such a enticing proposition.
The fact that many radio station now stream their programs online , just adds to the popularity of this medium. Advertising on radio offers the possibility of delivering a powerful yet simple message to a targeted group.
Many small businesses have found advertising on radio to be the most effective way to reach large number of customers. With 13,000 radio stations broadcasting across the United States there is no question whether you will be able to reach your target audience. Producing a simple radio ad can be done in house with minimal effort, then all you will need to do is identify those station that best serve your market.
The cost of advertising on radio is the most important factor and the reason it so popular. On creative development and the actual cost, radio beats television by a mile. Whereas a simple television spot will cost at least $50,000 to produce and will take months to be ready for air, a radio spot can cost no more than $1,500 and will be ready in a few days or weeks. When it comes to media costs you would pay thousands of dollars for television placement while in radio you can get a full week on multiple stations for as little as $2,500.
The cost of fifteen seconds, thirty seconds or even sixty seconds will depend on the frequency of the broadcast and the time of day. Morning and evening commute hours are usually more expensive because 80% of adults listen to radio while driving. The type of radio station will be determined by your target audience. The rate changes from state to state.
Gaebler.com has gathered all the advertising rates from the different states and it is open to all, down to the city, radio station and pricing by time of day. The estimated ad rate in Birmingham, Alabama at WAGG-AM is $70 for a thirty second spot. In comparison, radio station KFOX in Los Angeles charges $1,083 for the same length at the same time. What is the type of the station, whether it is music, talk, sport and the popularity of the DJ also contribute to price fluctuation.
Many agencies and on line companies offer to help the new business owner get to advertising on radio. Radio Lounge is one of them, Strategic Media is another and there are many more. It is recommended to go through an agency that can create a comprehensive plan for your advertising on radio and can identify markets you have not been aware of.
