What is Radio Advertising?
Radio advertising is a low–cost and efficient way to reach listeners across the U.S. Best of all, it’s free to listeners, unskippable, and available to almost every American on the road today. Nearly the entire U.S. population has access to terrestrial radio, making it one of the easiest ways to use traditional marketing to reach millions of ears across the nation. MPP offers complete terrestrial (AM/FM), satellite, and internet radio advertising options. We use enterprise–grade media buying tools to evaluate and purchase stations, schedules, and spots based on how efficiently they will reach your target audience.
of Americans ages 12 or older listened to terrestrial radio in a given week
Who’s Listening to Radio?
Although streaming services like Spotify and Pandora have entered the radio market, loyal listeners also continue to tune into their favorite traditional radio programming. In 2018, 89% of Americans ages 12 or older listened to terrestrial radio in a given week, a figure that has changed little since 2009. Radio isn’t going anywhere soon.
Buying Radio Ads
Radio advertisements come in a variety of styles, from catchy local jingles to sponsored weather reports. To run a traditional radio ad spot, advertisers pay stations for airtime and the radio station broadcasts the commercial to its listeners.
The Cost of Radio Ads
Radio stations sell spots in increments of :15, :30, and :60 seconds. Advertising rates fluctuate throughout the day to correlate with shifts in audience size. For example, morning and evening rush hours generally have the largest number of listeners tuning in – therefore, these ad spots are more desirable and expensive.
Types of Radio Ads
There are a few common types of radio ads that can play on air. Live reads are commercials voiced by radio personalities. These ads tend to take on a more conversational tone and engage audiences using the DJ’s personality. Another option is prerecorded ads. These can be anything from jingles to sponsored commercials.
With thousands of options out there, you want to know who is tuning into each station. MPP relies heavily on data to select stations that offer the best value to you.
If you’re looking for a deeper dive, check out our article “How to advertise on radio.”
Is Radio Advertising a Good Choice For My Business?
You know that radio advertising offers many unique advantages that other channels don’t. Here are just a few of the benefits radio has to offer:
Radio Advertising Has Massive Reach
Nearly everyone in the U.S. has access to traditional radio. Whether your ideal consumer lives in the local market or across the nation, your ad has the potential to reach millions of ears.
Radio Advertising Has Loyal Listeners
People regularly tune in to their favorite radio shows and have schedules set around specific programs. Many terrestrial radio stations host their content through online streaming, so listeners can tune in wherever they are.
Radio Advertising Can Be Cost Effective
The cost of visual production assets in advertisements can add up. To make a high-quality radio spot, all you need is a script and a microphone. This can make radio a more cost-effective advertising option compared to other marketing channels.
Radio Advertising is Engaging
People actively listen to the radio while driving, exercising, cleaning, and going about their daily lives. They’re engaged with the medium and can’t opt-out of your marketing message.
If you’re looking to reach a lot of people at a fraction of the price of other traditional advertising channels, radio can be an effective tool to incorporate into your marketing toolkit. MPP’s traditional team combines decades of experience buying radio spots with technology to choose the radio mix that has the best ROI for you.