With the inevitable growth of internet radio the abundance of listeners’ data will provide advertisers improved targeting, as well as awareness of their demographic. This new paradigm will offer companies an unprecedented opportunity to connect with the right listeners at the perfect moment.
How much does it cost to have an ad on the radio?
Radio advertising costs range from $200 to $5,000 per week depending on location and the size of the listening audience. The cost of producing the commercial is $1,000 to $2,500 depending on what is included like music, voice actors, and editing. Some stations have their own advertising production teams to save costs. Check our rates for affordability!
Radio advertising costs range from $200 to $5,000 per week depending on location and the size of the listening audience. The cost of producing the commercial is $1,000 to $2,500 depending on what is included like music, voice actors, and editing. Some stations have their own advertising production teams to save costs. Check our rates for affordability!
Radio Advertising Can Work for You!
Recently asked if I thought radio still holds value as an advertising tool for local pizzerias. The answer is a resounding “yes.” Recent listener trend surveys demonstrate the value of investing a portion of your integrated marketing budget in radio advertising.
Despite the rising popularity of streaming music services like Pandora and Spotify, traditional AM/FM radio remains the most popular way for people to listen to music, news and talk shows, according to a recent study by Clear Channel Media & Entertainment and MediaVest. More than half of the 2,000 survey respondents said they listen to over-the-air radio at least once per day, more than any other platform. The study shows that usage of all media platforms—from downloads and streaming to terrestrial radio—is at its highest between 3 p.m. and 7 p.m.
The study’s participants listen to audio content in their cars more than anywhere else, and they still prefer to listen to regular broadcast stations or satellite radio, according to the study. Additionally, they are more likely to stream their favorite radio stations from home.
The survey further reveals that listeners still like terrestrial radio for its delivery of timely news, weather and traffic updates as well as the colorful on-air personalities. And 41% of consumers will listen to commercial messages in exchange for free online audio, the study noted. In other words, video didn’t kill the radio star—radio is still a popular entertainment medium for many Americans.
Timing Is Everything
So how does this information relate to marketing your pizzeria? Local radio allows you to affordably reach your target market during peak listening hours. Here are some ways to use local radio to your advantage:
Buy during peak drive times. As mentioned earlier, peak drive time is 3 p.m. to 7 p.m. I suggest narrowing this daypart to 4:30 p.m. to 6:30 p.m. During this period, your target customer is probably driving home from work and thinking about dinner. The right commercial spot could set him on a course straight to your pizzeria. Get your message right. Use a mix of five-second and thirty-second spots to suggest pickup or dine-in at your pizzeria tonight. Previous studies have shown that consumers are affected by a radio spot within 30 minutes of a purchasing decision. Radio has an immediate impact and touches consumers at the critical decision-making point.
Sponsor weather/traffic reports during afternoon drive times. These sponsorships have high value to listeners—they want to know the quickest way home and how the weather may affect their evening plans. Most weather/traffic sponsorships come with an open/close billboard (i.e., “This weather/traffic report powered by Dann’s World Famous Pizza”) plus a 15-second commercial that can be used to offer a pickup-only special. Buy during the lunch hour. Well-placed radio commercials during the 10:30 a.m. to 1 p.m. daypart can help boost your lunch business. Advertise your carryout, dine-in and delivery options and offer a special catering menu for office lunches. Create a loyalty program specifically for the office crowd.
Take advantage of streaming advertising opportunities. As stated earlier, streaming listening peaks between 3 p.m. and 7 p.m., so you want your message heard during this daypart. Streaming advertising packages are very affordable, allowing for a high-frequency, low-dollar investment. Most radio stations run separate commercial pods to their stream, meaning you can develop online specials targeting these listeners specifically.
Why Internet Radio is The Biggest Advertising Opportunity of The Future
David Porter
Internet radio has the potential to be the most ubiquitous form of media ever. More commanding of your attention than film, television, or books. This is because listening to music can be enjoyed while doing other activities. Before I go further, let me make an important distinction: there are two types of listeners, lean back and lean forward. Lean back listeners hear music programming via a playlist or radio station (think “set it and forget it”), whereas lean forward listeners actively select individual songs. The majority of people prefer a lean back experience.
In 2014, one third of Americans used their phones to stream music. Young adults (18-24) listened to internet radio more than terrestrial. Two of the top five most popular apps in America ( Pandora and Youtube) are used for streaming music. With Americans now spending more time on their phones than watching television, there has never been a more opportune time to maximize internet radio experiences.
Tuning into the radio the old fashion way. 'On air' could be every moment of the day.
Let’s consider the potential internet radio landscape. The average person sleeps approximately seven hours a day, meaning there are up to seventeen listening hours per day that one could listen to internet radio. Additionally, it’s expected that in two years 3.5 billion people will be online, bringing the total of possible listening hours worldwide to 59.5 billion per day. With the average revenue per thousand hours amounting to $42.77 (Pandora’s rate in 2014), there is a possible daily cap of approximately $2.5 billion in 2017. Granted, this assumes that the market rate is equal throughout the world, which currently is not the case.
Internet radio will need to match every part of your day. Imagine passively being pushed the right music that helps you wake up, motivates you to run faster, work more productively, and more. This type of personalization has already begun in advertising.
However, the barriers to this hyperpersonal internet radio are slowly being eliminated. The swath of personal data that comprise our tastes is growing, which in turn means we are also able to better understand the tastes of similar people. With the decreasing costs of streaming, collecting and storing large sums of data, as well as growth of powerful tools to analyze it, our ability to explore and draw inferences from this wealth of information is seemingly endless. Lastly, the vanguard (major record labels) are now willing to make this digital shift. In the last three years, labels have signed deals that make their music libraries legally accessible on-demand, setting the stage for this transformation in digital discovery based on big data.
David Porter
Internet radio has the potential to be the most ubiquitous form of media ever. More commanding of your attention than film, television, or books. This is because listening to music can be enjoyed while doing other activities. Before I go further, let me make an important distinction: there are two types of listeners, lean back and lean forward. Lean back listeners hear music programming via a playlist or radio station (think “set it and forget it”), whereas lean forward listeners actively select individual songs. The majority of people prefer a lean back experience.
In 2014, one third of Americans used their phones to stream music. Young adults (18-24) listened to internet radio more than terrestrial. Two of the top five most popular apps in America ( Pandora and Youtube) are used for streaming music. With Americans now spending more time on their phones than watching television, there has never been a more opportune time to maximize internet radio experiences.
Tuning into the radio the old fashion way. 'On air' could be every moment of the day.
Let’s consider the potential internet radio landscape. The average person sleeps approximately seven hours a day, meaning there are up to seventeen listening hours per day that one could listen to internet radio. Additionally, it’s expected that in two years 3.5 billion people will be online, bringing the total of possible listening hours worldwide to 59.5 billion per day. With the average revenue per thousand hours amounting to $42.77 (Pandora’s rate in 2014), there is a possible daily cap of approximately $2.5 billion in 2017. Granted, this assumes that the market rate is equal throughout the world, which currently is not the case.
Internet radio will need to match every part of your day. Imagine passively being pushed the right music that helps you wake up, motivates you to run faster, work more productively, and more. This type of personalization has already begun in advertising.
However, the barriers to this hyperpersonal internet radio are slowly being eliminated. The swath of personal data that comprise our tastes is growing, which in turn means we are also able to better understand the tastes of similar people. With the decreasing costs of streaming, collecting and storing large sums of data, as well as growth of powerful tools to analyze it, our ability to explore and draw inferences from this wealth of information is seemingly endless. Lastly, the vanguard (major record labels) are now willing to make this digital shift. In the last three years, labels have signed deals that make their music libraries legally accessible on-demand, setting the stage for this transformation in digital discovery based on big data.