This is when you choose a day of the week and the radio station airs your ads all day long. The duration of a flight is dependent on your ad budget, the station you are on and the strength of your message. ROS schedule is commonly used by businesses such as car dealershipsĪlso known as Branding Schedule, this is a 4-8 week long duration where your ad is aired in the same spot, and then switched to a different spot for another 4-8 hours, and so on. The radio station decides which parts of the day and which programs your ad will be featured on, which can be seen as an advantage because often you might get better rates in your ad buy. These are often referred to as ROS and this type of schedule means that your ad can run any day and time of any available slot. It will have a positive effect on your frequency.
IN TOUCH RADIO NETWORK PRO
Pro Tip for media buying – to capitalize on frequency, you should run more ads per week, on a single radio station and note the time of day. The exact number of ads per week will vary depending on the station you’re buying into and more bandwidth stations offer more frequency based on your media buying strategy. Best way to achieve this is by using a 21/52 schedule i.e.
If we’re talking strictly frequency and the best number for it to be for us to achieve maximum effectiveness, what is the magical frequency number? There’s a scientific algorithm to determine what is best and it’s about 3.4 impressions per person per week, rounded down to 3. The wide variety of radio formats is a dream for advertisers because radio is so targetable.įrequency refers to the number of times your ad is heard by the average person over the course of a week. 93% of adults listen to the radio each week, compared to 87% who watch TV.
Alternatively, you can maximize reach by advertising on several radio stations – be careful not to dilute frequency.The stations you choose all have coverage areas with specific data on demographics, and according to recent Nielsen research, radio actually has the most reach among American media consumers. Do it several times per day at peak listening hours, targeting Breakfast and Afternoon Drive shows, but these slots will be costly. To build reach with a radio campaign, it’s a good idea to advertise consistently over a long period of time. Reach- the number of different people who hear a radio commercial. This is important to consider when looking at radio ad cost especially if your budget is small, you may want to consider fewer radio stations or just 2 that will play your ad frequently at different time slots. However, ever considered the times your message reaches the ear of your target audience? This is where frequency comes into play the number of times your ad is heard by the average person over a week. The first reaction is to focus on the morning or afternoon time slots because these are peak times which will increase your reach because more people are tuned in. You could create a 15-second ad and play it during peak times and find that it cost you more than a 30-60 second ad played during off-peak times. The length of a radio ad versus the ad slot. Consider placing your ad on a radio station with 60,000 listeners vs a station with 6,000 listeners may cost more, but it may be a better choice for positive results in reach. Reach refers to the number of different people who will hear your ad, and cost implications come in deciding on the number of radio stations to place your ad. The listenership is what determines the reach of your radio ad. The cost of a radio advert is much lower than television or print, you still have to ensure that you create a quality ad that listeners will not tire from hearing throughout different times in the day and on different radio stations.