How Much does Radio Advertising Cost?

“How much does it cost to advertise on the radio?” This is the question I am asked every day. There is a lot of confusion out there about just how much radio advertising costs. With a little knowledge and understanding of how radio works, we can answer this question. Because bottom line… Just like the cost of a 5 star hotel room at the four seasons differs from “Moe’s motel and eat”. The costs of radio advertising vary greatly from station to station based on listenership.
Effective radio advertising had two major components – “The Commercial” – The physical message itself and “The Radio Station” your commercials air on.

The Commercial

First, Let’s explore the radio commercial itself. Before picking the radio station, you need to think about the message you are trying to convey to your target customer and what you want them to do. The key to the commercial is having a compelling call to action that drives your target customers to your business.

The radio commercial production industry is full of voice talents, radio personalities, DJ’s and others, all claiming to create “radio commercials”. Be very cautious here… If you want a truly professional sounding radio commercial - look for a radio advertising agency that has experience and a track record of successful ad campaigns. Not just some guy with a microphone who likes to talk.
Anyone can create a radio ad, but not everyone can create a radio ad that is effective and drives customers to your business. Another red flag to watch out for are the “free radio commercials” created by the radio station if you advertise on their station. While free sounds great - free commercials are never based on strategy and are just one of several dozen commercials that have to be created by an overworked radio production person in a five minute window of time. Remember, you usually get what you pay for.

Professional radio commercial production agencies use solid, time tested formulas that maximize potential response. The talent is handpicked to best connect with the target customer and the production is based upon clear, quality, and easy to absorb audio messages.

So…what does the radio commercial production process cost? The good news here is – Not all that much, when consider the quality of the end product. The price for a commercial that utilizes one voice usually falls in to the price range of $300 to $500 per commercial. When you add more voices or “jingle singers” to a commercial, you can expect to pay more. Knowing these numbers can save you a lot of money if someone tries to charge you more for a commercial. I would be very skeptical of anyone charging less than this for a “professional” commercial. Meaning I would question just how “professional” the work is.
What are you paying for? These costs cover development of a solid strategy, copy from experienced copywriters, performance by high caliber voice talents, and the highest quality production services.

The Radio Station

This is where the biggest questions come into play. Questions about rates, station prices, placement times, etc. Let’s de-mystify what radio placement is all about.

A good radio commercial advertising agency will help you find a few key things -

* Finding the best radio stations in a market that match your customer’s demographics (age, gender, income level, etc.) and psychographics (interests, beliefs, hobbies, personality traits, etc.). To match your message with.

* Finding the times of day that best reach your target customer on the specific stations.

* Selecting the top radio stations that most efficiently reach the highest potential QUALIFIED customers, the most times (defined as frequency), for the least amount of money.
At my company, Best RadioCommercials.com here is how we determine what to spend on radio advertising costs. We explore the market you want to advertise in, we find the radio stations that have the best potential to reach your target customer (Based on the stations format Top40 and News/Talk and Soft Rock all reach very different demographics of people). We compare the latest ratings data on the radio stations that qualify to reach your target customers. This gives us a good idea of what stations will best reach your target customers.

Once we have determined what stations will most effectively reach your target customer, we negotiate a plan with the radio station based on your goals, expectations and budget. We have access to data that allows us to compare rates against historical figures to determine if a stations price is out of line or in-line with the market averages. We use every resource we can to get you the most for your money.
What is the total cost?
This honestly depends on the size of the market you wish to advertise in. Radio advertising rates can be as high as $500 per 60 spots in a top market like LA, or as low as $3 per 60 spots in Petoskey, MI.

As an example – Let’s say you wanted to air your commercial once per day, Monday – Friday in the morning, midday and afternoon and twice on Saturday and Sunday. (This is an example of a solid entry level schedule to build awareness) Here is what you can expect to pay based on market size. (This this just an rough estimate for example purposes only, and do not include agency discounts, or other factors that could decrease or increase costs)

* Markets 1 -5 (ex: New York City, Los Angeles, Chicago, etc.)
from $4000 to $8000 per week/per station for a top performing station.

* Markets 6 – 20 (ex: Dallas/Ft.Worth, Houston, Phoenix, San Diego, etc.)
from $2000 to $5000 per week/per station for a top performing station.

* Markets 21 – 50 (ex: Denver, Cleveland, Kansas City, etc.)
from $1000 to $3000 per week/per station for a top performing station.

* Markets 51- 150 (ex: Akron, Wichita, Baton Rouge, etc.)
from $800 to $2000 per week/per station for a top performing station.

* Markets 150+ (ex: Myrtle Beach SC, Green Bay, Topeka, etc.)
from $500 to $1500 per week/per station for a top performing station.

You likely still have some questions about radio advertising, and that’s normal. It can be confusing, I know. That’s why I am here. I want to help you get the biggest bang for the radio advertising buck. Best Radio Commercials.com has worked with thousands of radio advertising campaigns. We know what works and what does not. I’m confident Best Radio Commercials.com can help you with all facets of strategic development, creative development, copywriting, production, media planning, media negotiation, and monitoring of your radio advertising campaign.

Call for a free consultation, or just to ask a question or two (231)468-9972.

What makes a Great Radio Commercial?

1 Cup - Compelling professional voice over
1 Cup - Creative, professional scripting
Add a dash of fitting music and effects to taste

Then pour the radio commercial on to a radio station that reaches the target demo the commercial is designed to reach. (Pour on a lot of the radio commercial… don’t be shy – the more the better). Then set the timer for 1 – 3 months. Be patient because sometimes it takes time for the customers to rise to the offer of the commercial. After a period of time you will start to see the radio commercial take effect in the radio station. You will see this by increased calls, web hits, and most importantly a rise in revenue.

Once the radio commercial has reached its desired size or awareness level. Be sure to add some great topping to the radio commercial. I personally like to take the core message of the already effective commercial and add to it. Maybe throw in some new specials or delicious offers. Be sure to spread the toppings on evenly as you don’t want to dilute the power and the taste of the original radio commercial. Once you’ve added the new toppings pour the commercial back on the radio station (again, don’t be shy – if your customers are going to rise to the offer, they need to hear it) Just as I wouldn’t bake a cake at 30 degrees and expect anything to happen, I wouldn’t air a radio commercial just a few times and expect anything to happen. So go for frequency, and get it on the air as often as possible in key times of the day for a significant period of time.

If you follow these simple steps, you will walk away with a deliciously successful radio commercial campaign and the increased revenue to prove it.


Article by Tony Brueski, Tony is president of V Marketing & Media Inc. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972. Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com

Radio Listenership Rises Amongst Slumping Economy

While businesses scramble to find the most effective mediums to spend their ever shrinking marketing dollars. One medium many thought was on the decline, not only remains strong: It’s actually growing. In fact 234 million Americans every single week listen to local radio. This data comes from Arbitron – (The radio equivalent to Nielson ratings in TV). This number shows us that radio listening is actually up by 2million listeners since June 2007.

What makes this so interesting is the fact that the other main mediums consumers use for entertainment such as TV are seeing drops in viewership due to increased competition from the ever increasing and super segmented cable networks and other mediums. Radio being one of the oldest mediums for entertainment and information remains one of the strongest. One of the reasons that we have seen such a spike in radio listenership is the fact that radio remains a free, local and viable option to the consumer. On the same note: Radio remains to be one of the most cost effective ways for advertisers to reach their target clientele. When you compare the cost of radio commercials to that of direct mail, network TV, or even cost per click the difference is stunning.

To break it down: Cost conscious small and medium sized business are discovering just how much more sense it makes to advertise with radio compared to other mediums. With radio you can on average reach 1,000 potential customers for around $0.14. Yes - that means it costs on average fourteen cents or less to reach one thousand people as a whole with radio commercials. By contract the cost of reaching one individual consumer would cost a business $1.00 to $2.00 dollars per direct piece, $1.00 - $2.00 dollar for an ultra expensive network TV spot, or $1.00 - $20.00 per click depending on the targeted keywords in an online campaign. It clearly makes more sense to reach one thousand consumers for quite literally pennies, as opposed to reaching only one individual consumer 40x times the cost of radio.

Even when economic times are good, radio has proven to be one the most effective mediums to reach consumers. As long as radio remains free, provides compelling and entertaining content, and Aunt Hellen can have the opportunity to be caller number ten for free movie tickets…. Radio will remain one of the strongest mediums in the marketplace.

Article by Tony Brueski, Tony is president of V Marketing & Media Inc. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972. Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com

Making the Recession Work for You

Even as we begin to see light at the end of the recession tunnel, many businesses are still struggling to find ways of effectively advertising to their target customers on a restricted budget. While at times it may feel as though “commercial” or “marketing” budgets can be simply set aside for better times. It’s very important to know the facts about just what effective marketing can do for your business… even in tough times.

Research shows that businesses that maintained or even increased their advertising or radio commercial budget during a recession averaged higher sales growth during the recession and in the following three years. So much so that businesses who maintained or increased their advertising/radio commercial spending saw sales growth of 256% over those that cut back in advertising. If your competition is cutting back on their marketing efforts, a prime opportunity is showing itself to you. If you take advantage of the situation and work on an aggressive marketing campaign while the competition cuts back, research shows that on average a company's market share increased 2 times the average for all businesses in the post-recession.

Bottom line… if you have been thinking about making the recession work in your favor in terms of getting in front of your customers when your competition is lacking. The clock is running out. Thousands of business have discovered this strategy already. With the recession slowly passing and consumer spending moving back towards the norm, the increased exposure you can achieve for less money is not going to last long. The psychological factor is also something you need to consider. When times are tough for your target customers, if you come through for them with quality services or products, at a fair price – they will remember your business as one they could depend on through rough times. Making them more likely to come back to you for future purchases. The simple fact that times are tougher, makes the impact you have on your customers – positive or negative – have a much stronger impact.
Use these tough times to your advantage and get out there and connect with your customers like never before. You may never have an opportunity such as this to build such a lasting and loyal following as now.

Tony is president of V Marketing & Media Inc. He strives to help business effectively reach their target customers through compelling & creative marketing. For more information or to contact Tony Directly by calling 231-468-9972 . Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com

Radio Advertising just got Cheaper and More Effective

Radio Advertising is Cheaper and more effective than before. How is this possible? Well its quite simple, let’s take a look –

1) CAUSE : The economy is in the tank

2) EFFECT: Radio stations are seeing fewer advertisers come through the doors and many of them have A LOT of open inventory to sell and are willing to sell it at deep discounts. (Sometimes 20% - 40% less than it was just one year ago at this time)

3) EFFECT: More people are listening to FREE radio as opposed to buying new cds, mp3’s, etc.

4) EFFECT TO YOU: An advertising agency such as mine, is able to negotiate lower rates for you with radio stations than ever before because many stations need the advertisers.

5) EFFECT: You will be able to connect with your target customers on a lower budget than before and reach more of them.

It really is a buyer’s market right now for radio advertising. In many markets an effective package that consists of frequent prime-time placement is going for 20% - 40% less than it was just one year ago at this time. This means big savings to you, with an even greater reach than ever before.

You may be thinking “Advertising for less sounds great, but my customers are also buying less”. While that may be true, they are still buying – just being much more selective about these buying decisions. The key to be the winner of that ever important buying decision is being “top of mind” with your target customers. If your competition has cut back the advertising, this is the prime time to swoop in and build that awareness for your business. It’s still is all about being “top of mind”. You can throw in the towel now, or bring them back now, by being the first thing they think of when they need your product or services.

Radio commercials have always been one of the cheapest ways of reaching out to your target customers. How is this? Quite simple. When you consider the cost it takes to reach one thousand of your target customers through Print, Direct Mail, or countless other forms of advertising you are looking at costs reaching possibly into the Thousands! When you look at the cost of reaching one thousand people through radio commercials, you are looking at costs of $5-$12 per thousand, per hit. You tell me what makes more economic sense? Spending $3000 to reach 1000 people through a direct mail piece that 99.5% of people will likely toss in the trash, or spending that same $3000 to reach 200,000 people multiple times over through compelling radio commercials that will stick in their minds for months to come.


Written By - Tony Brueski, Tony is president of V Marketing & Media Inc. He strives to help business effectively reach their target customers through compelling & creative marketing. For a FREE MARKETING ANALYSIS and consultation contact Tony today at (231)468-9972. Or email - tony@bestradiocommercials.com .

Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com

How to bring the customers back!

If you’ve seen a slow-down in new customers over the last quarter, you’re obviously not alone. While the average consumer is spending less and saving more, the importance of being on the top of that consumers mind has never been more important. Why is this? Because just as before the recession – When the consumer makes a purchase: 98% of the time it is because that vendor came to the top of their mind FIRST. Being FIRST in your target customer’s minds, needs to be your number one priority if new business and continued revenue plays any part in your business plan.

While many business go in to “survival spending only” mode, it is often easy to fall into the trap of “starvation spending” and end up doing more harm than good while trying to make it through rough waters. Just as your body can survive on less food than you are currently eating, it will eventually die off if it is fed too little. The same goes for your business. So what “feeds” your business – customers? How do these customers come to know about your existence – marketing! So why is it that one of the first things business cut in times like this is the “marketing budget”?? If you already have a large base of customers that continue to come in and support your business, more power to you! You can cut back more than others, but if you rely on new business to survive, it is “business suicide” to completely cut out your marketing budget.

Now the question to ask is – What works? Well, that depends on what you can realistically afford and what your customers will realistically respond to. Bottom line, almost any form of marketing can work if done right. Is it radio commercials? Is it TV commercials? Is it a magazine ad? Is it a banner ad on the net? The best thing to do is to discuss your options with a media professional who specializes in marketing matters. Most of the time they have your best interest at hand. Because just as you rely on your customers for return business, they rely on you for return business – this only happens if a marketing campaign is successful. It is always in their best interest to steer you in the right direction, as opposed to make a “quick buck”. They can discuss with you what has worked, where your budget may see the best results, and just how that marketing plan will likely impact your customers.

While the times are tough, the key to survival and even moderate success in these tough times is not to become invisible to your customers. Cutting the marketing to slim to nil is a surefire ticket to planning that going out of business sale right now. The key is looking at what is realistic for you, and your customers. Make offers in your marketing that have a genuine appeal to potential customers, earn their trust, and turn that ever precious new business into a return customer… even in these trying times.

Written By - Tony Brueski, Tony is president of V Marketing & Media Inc. He strives to help business effectively reach their target customers through compelling & creative marketing. For a FREE MARKETING ANALYSIS and consultation contact Tony today at - tony@bestradiocommercials.com .Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com

What NOT TO SAY in your Radio Commercials

DON’T say “Conveniently Located” in your Radio Commercials – Is this opposed to your other “difficult lactation” that you pined over before choosing this location. Skip saying things like this, it not only takes away from the precious :30 or :60 seconds you have to convey a powerful message in your radio commercial, it just sounds stupid. (Yes I know everyone has done this for years… it still sounds dumb. Furthermore, to the average consumer - THIS is the language of a tiered old cliché’ sales pitch)

DO – Give a reference point as to where you are at that people know. “Next to the Library in City name”. Unless you are on a state line, keep the state out.

DON’T give your full street address in your Radio Commercials – This not only eats up 5-10 seconds of the precious :30 or :60 seconds you have to convey a powerful message in your radio commercial, it is also useless to about 99% of those listening. No one is going to retain that you are “located at 1439 South Elmroy Street just sought of the I-135 Exit in Bay City, Florida, call 134-231-4519”. Your radio commercial needs to offer a compelling message to get the consumer INTERESTED in your products or services. The consumer is not helpless, they can use the phone book, Google, yahoo, gps, 411 information, pda, MapQuest or thousands of other sources to figure out your exact location on the gird. You need to focus on giving them a reason to do so in your radio commercial. Don’t fill your seconds of paid air time with something no one will retain.

DO – Give a reference point as mentioned above – or more importantly – Give your website address. “yoursite.com, that’s yoursite.com”. On the site you can provide a map of where people can find you.

DON’T give your phone number in the commercial UNLESS it is a vanity number. If I randomly spoke aloud a random combination of 10 numbers right now, how long would you remember them? Chances are not for long. Don’t feel bad, less than 1% of the population can, it’s just how our brains are wired. However If I said 800-Call-Now. Chances are you could recall it hours if not days from now. Why is that? Because it’s a logical combination of words that our brains recognize and can recall. No matter how many times you repeat the random combination of 10 numbers, it just won’t stick.

DO – Invest in a vanity phone number, or an easy to remember website address and have those repeated in your radio commercial. You would be amazed at how dramatically calls increase when people can remember your number or website on a whim.

Written By - Tony Brueski, Tony is president of V Marketing & Media Inc. He strives to help business effectively reach their target customers through compelling & creative marketing. For a FREE MARKETING ANALYSIS and consultation contact Tony today at - tony@bestradiocommercials.com .
Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com