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					?"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.

An effective marketing plan starts with an experienced marketing team. If we can ever
be of help to your business, even if you just want to shoot some ideas around - Feel
free to call us anytime. For a FREE MARKETING ANALYSIS and consultation
contact us today at (231)468-9972 or Or visit /

				
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posted:4/24/2011
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