Raborn Media

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Traditional Advertising

Radio

Back to Traditional Advertising

Another form of traditional advertising is radio advertising. Broadcast radio (AM/FM stations) has been the most popular medium historically, but satellite radio (Sirius XM) and other online radio streaming services are gaining traction. That said, commercial radio continues to be one of the most powerful mediums with a weekly reach of around 82.5% among adults, according to Statista. In fact, there are currently 15,445 radio stations in the U.S!

The number of stations and type of markets (large city vs small town), makes the cost for Radio advertising usually more affordable.

In radio advertising, the advertiser/company pays commercial radio stations for airtime to broadcast to their listening audience. There are many different forms of radio commercials:

  • Radio Sponsorships – more of a subtle ad, this is usually a company name read during a specific segment of the show that sponsored the segment, say for weather, sports, traffic, etc.
  • Radio Live Reads – this is when the radio host/personality/DJ reads out your commercial live on air
  • Onsite Broadcasting Events – you may have noticed something like this at a car dealership, where the radio personality broadcasts their show onsite at that location and often references the business during the show
  • Traditional Radio Spots – these are fully produced commercials played during commercial breaks. These typically include a story, testimony, or a jingle, etc to bring awareness to the product or service

Radio advertising tends to have more selective targeting, focused on the type of music being played, programming, or the radio personality.

Radio tends to be a frequency medium where repetition is key since there is no visual component.

Raborn Media is here to assist in the creation and placement of radio ads and evaluate if radio advertising is a cost-efficient method for you to communicate your message.

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