How and When to Buy Radio Time for your Radio Commercial
by - Tony Brueski
Ever hear the claim "radio offers you cheapest way to target and reach the most potential customers at one time"? This is
true.... IF done correctly. That is the big "IF". The "IF" that many don't take into consideration. I want to help you make that "IF"
into a near sure thing. Of course, there are variables in every market, but the following suggestions could end up saving you a
ton of money in the long run and increase your revenue. If you would rather have someone else help find these stations and
lay out a plan for your business, we would be happy to help you.
Where do I buy radio time?
First off, you need to determine what format of radio stations your target customers listen to; then choose the most listened to
stations by your target customers. Most stations will be able to provide you a copy of their latest ratings and demographic of
listeners. A station that is hesitant on sharing this information, or provides out-dated information is one to avoid. Below is a
generalization of what formats attract what potential customers, and their average income. There may be variations from
market to market, but this gives you a general idea of who listens to what stations.
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Format Example
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TARGET DEMOGRAPHIC
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AVERAGE INCOME
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TOP/40
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Beyonce, Finger Eleven,
Daughtry, Fergie
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FEMALE
AGE 18-34
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$18,000 - $34,000
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TOP 40 RHYTHMIC
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Snoop Dogg, Kanye West,
Chris Brown, R. Kelly
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MALE/FEMALE
AGE 18-34
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$18,000 - $34,000
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HOT ADULT
CONTEMPORARY
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Maroon 5, Matchbox 20,
Bon Jovi, John Mayer
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FEMALE
AGE 25-54
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$24,000 - $55,000
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ADULT
CONTEMPORARY
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Celine Dion, Michael Buble,
Lifehouse
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FEMALE
AGE 25-54
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$24,000 - $65,000
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COUNTRY
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Tim McGraw, Kenny
Chesney, Faith Hill
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MALE/FEMALE
AGE 25-54
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$18,000 - $45,000
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ACTIVE ROCK
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Seether, Puddle of Mudd,
Korn, Linkin Park
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MALE
AGE 18-34
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$18,000 - $45,000
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CLASSIC ROCK
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Aerosmith, Eagles, Styx,
Journey, Doors, Stones
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MALE/FEMALE
AGE 25-54
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$24,000 - $55,000
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NEWS/TALK
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Conserative Talk,
Examples - Rush, Hannity,
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MALE
AGE 35-64
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$35,000 - $75,000
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ADULT HITS
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Hall & Oats, Maroon 5, Bon
Jovi, Heart
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MALE/FEMALE
AGE 25-54
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$24,000 - $55,000
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LIBERAL TALK
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Also known as
"Progressive Talk"
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MALE
AGE 25-54
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$24,000 - $55,000
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If you don't want to go through the process of finding a radio station, negotiating rates and times, or plan on advertising
regionally or nationally you may want to have an advertising agency plan your campaign. Feel free to contact us for
suggestions as to who can help you with this. A new low-cost option is also Google's Radio Commercial Placement System.
Contact us for more information as to how this works.
When and Where?
Once you've found your station(s), you want to be sure your commercials are heard by your target customer. DON'T let your
selected station(s) decide when to play your commercials. As a rule of thumb, the best times to run a commercial are during
drive times (M-F 7area and M-F 3p-6p). These are the times most people are in their car listening to the radio. Here you will
have your target customers undivided attention. Pick your times, and get a signed agreement stating your commercials will
play with-in a 15 minute window of the hours you choose.
Frequency is another one of the major keys to effective advertising. You are building top of mind awareness, and the only way
to do that is through frequently airing your commercial in similar time slots day after day. A run of 13 weeks is recommended
per campaign, but you may be able to begin to see results after 3 weeks. However, if your budget is limited, DO NOT spread a
3 week budget over 13 weeks. This will likely not yield any measurable results. Remember, Frequently Aired = Top of Mind
Awareness.
For free of charge, Best Radio Commercials.com is always happy to suggest* strategies and stations that may work as
effective marketing mediums for your commercial(s). Feel free to contact us for assistance.
*Suggestions are not a guarantee of performance, simply a recommendation based on demographics and formats. See our Terms & Conditions for further information.
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