It is the question that I get asked more than 20 times each day. The answer is really quite simple… how much exposure do you want? No radio advertising campaign is alike.
A local grocer may spend 2k per month on a local advertising campaign while the car dealership in the same city may spend 10k per month on an advertising campaign on the very same station. The car dealerships commercials will air more frequently and in-turn gain more exposure than the grocery store, but the grocery store is still getting solid exposure.
Radio obviously works. If it didn’t, you wouldn’t hear the same advertisers utilizing it year after year. What do these advertisers know about radio that you don’t? They understand the simple fact of “frequency”. They know that if they want to get their message across they need to have it on the air multiple times over, at multiple times of the day so you hear it multiple times on your schedule. They know that you can’t air a commercial “a few” times in one week and expect results. Successful radio advertisers make the investment to have their message heard on these terms.
Instead of asking “How much does radio advertising cost?” Ask yourself – “How much am I willing to spend to use the medium effectively?”
Yes… But what does it cost?? If your thinking of investing in radio, you are thinking of investing in a medium that reaches more at one time for a lower cost per thousand than any other medium available today. What could be better for your bottom line?
Radio commercials are charged on a “per airing” basis. The price will vary greatly from station to station, city to city, and time frame to time frame. It’s just how it works. There is no “universal” cost to airing a radio commercials. The stations that have more listeners in a very populated area will cost more than a station with less listeners in a smaller city. I have seen commercial rates anywhere from $5 per spot to $500 per spot. Like I said, it all depends on the market you want to reach, and when you want to reach them.
The fact that radio has such flexible rates makes it an ideal medium for almost anyone who wants to get their message out. You don’t need to have the budget of a major retailer to make radio work for you.
There are packages, placement arrangements and added value that an experienced advertising agencies can negotiate to make radio work in your favor, with almost any budget. Another surprising fact, radio listenership has actually gone up over the last few years, and still remains one of the leading mediums business use to connect with consumers.
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