• Brett Mercuri

Top 5 FAQ About Radio Advertising

Updated: Aug 20, 2020

As a 12 year veteran of the radio advertising business I’ve met with several perspective clients. Here are the top 5 FAQ about radio advertising I consistently receive.

Q: What evidence do you have that radio works?

A: If radio advertising didn’t work I wouldn’t have been in this business for over a decade! To back that up, there are multiple case studies that have shown radio to work such as; "Brands averaged a sales lift of more than $6 for every $1 spent on radio ads – an ROI double that of even the best results from many recent studies of digital or TV media......." AdAge.com

The key is getting the RIGHT message to the Right audience to achieve the RIGHT result.

Q: How much does Radio Advertising cost?

A: Cost varies by spot length, station, month and time of day the spots run. It’s a supply and demand business so the farther out you book, the better the rates. Overall the best advertising on radio is done when it’s customized to fit your ROI goals.

Q: Why does station “ABC” cost more than station “XYZ?”

A: Stations vary in cost by a combination of inventory availability and reach. The truly best way to compare cost is by comparing the audience you are trying to reach.

If station ABC reaches 150,000 people in your target audience and station XYZ reaches 25,000 is ABC really more expensive?

On the other side, if ABC plays 18 minutes of ads an hour and XYZ plays 25 minutes, are you getting the same value out of XYZ as you are ABC?

Q: How much does production cost?

A: $0. However, if you want a jock to do a PERSONAL endorsement there is a talent fee for that jock.

Q: How much of an advance notice do you need to begin?

A: As long as an order and script are in by the deadline (in my case, 1:30pm) you can begin the next day. Radio is a fast turnaround medium if you have an urgent need to start.

If you have any questions about radio you’d like answered post them in the comments or message me.

About the author: Brett Mercuri has over a decade of experience as a marketing and advertising consultant with iHeartMedia which reaches 250 million people across the US. Specialties include radio advertising, digital marketing and event sponsorship. He can be contacted at brettmercuri@iheartmedia.com or by phone at 412-919-8524.

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