Radio advertising is one of the most effective forms of advertising available. However, the cost of reaching a targeted audience will vary depending on how long the ad is, what time the ad plays and what day of the week it is played. How does each of these factors impact on how much a person or company will pay to advertise on the radio?
The Cost of Radio Advertising Based on Ad Length
The average radio ad is 30 seconds long, but it's possible to buy 15 second ads, 60 second ads or even 90 second ads. For smaller markets, you can expect to spend about $900 a week for a typical 30 second ad schedule and $8,000 a week in larger markets such as Sydney and Melbourne.
The Cost of Radio Advertising Based on When it is Played
Typically, you will pay more for an ad that plays during the morning breakfast or afternoon drive programs than you would for ads that play during the mid-morning, afternoon or overnight hours. On average, you should expect to pay about $20 to reach 1,000 listeners during peak times of the day and closer to $10 or $15 during off-peak hours.
The Cost of Radio Advertising Based on Day of the Week
The cost of advertising will generally be higher on Tuesday, Wednesday and Thursday and is often lower during the weekend. This is because more people are in their cars during the middle of the week or listening to the radio while working. Therefore, you can expect to pay at the top of your budget during the middle of the week and toward the lower end of your budget during the rest of the week. While those with a tight budget may think that buying more advertising during less expense days of the week is a good idea, experts say that advertisements are more effective when they are played during the same day and time of day each week.
A Good Ad Campaign Makes More Money Than it Cost
Like any other forms of advertising, the cost of radio advertising depends mostly on when the advertisements are aired and how many schedules are purchased. However, companies and other entities should understand that advertising is designed to pay for itself over time. Therefore, an advertising budget should be considered more as an investment rather than as an expense that should be tightly controlled.
How to Ensure Your Radio Advertising Costs Aren't Wasted
If you're considering running your first radio advertising campaign, but you don't know where to start then I can help. And the best thing is I'll provide you with genuinely independent advice - like a home loan broker, I'm not employed by a radio station.
To find out how I can help you run a successful campaign that minimizes the cost of radio advertising whilst also maximizing its return on investment, please complete our Inquiry Form and I'll get back to you within two business hours.