Top Tip
Radio commercials using a consistent jingle, voice over, music track and messaging can aid brand recognition and boost TV response rates.
What Is Radio Advertising?
Radio advertising does exactly what it says on the tin, the advertiser (you) pays for an agreed amount of pre-recorded playouts to appear on different radio stations. It is a fantastic medium for ambitious challenger brands, as well ad small, medium and large sized businesses that are looking to expand or increase recollection.
What Are The Advantages Of Radio Advertising?
Many people who work in television think that radio is somehow a lesser medium – a poor man’s cousin to the glamorous and sexy world of TV!
Radio Advertising Audience
Nothing could be further from the truth. Radio is on a roll. There are more commercial UK radio stations than ever before, and the overall audience for radio is going up rather than down. Add in the popularity of on-demand audio services (i.e. podcasts) and you can see that the potential for an advertiser is enormous.
Engagement to Radio
Radio is the medium that people spend time with during the day, providing ample opportunities for a message to reach its audience. People can do other things while listening to the radio. And there is evidence that listeners are less likely to “tune out” or leave the room when a commercial comes on than those who watch TV.
Where Do People Listen To The Radio?
Radio can also be enjoyed in areas that TV cannot – most notably while driving. With 36m listeners every week, commercial radio advertising is unskippable and unblockable, helping businesses reach out to new customers to build awareness, boost response to website traffic, ultimately increasing sales.
Radio Advert Cost Savings
The other advantages are that creating a radio commercial is relatively simple: just a recording studio and maybe just one voice. Add more voices, music, a well-known celebrity and lots of sound effects. However it’s created, the process is much more straightforward and less costly than producing a TV commercial.
How Much Does Radio Advertising Cost UK?
Radio advertising rates can differ depending on number of artists, if you want specifically composed music etc. A very simple radio commercial, including script, creative, production and clearance can be made for under £1,000. But that might be based on a single voice, albeit a professional actor.
Adding Music To A Radio Advert
Add music (Space City specially compose their music), and a variety of voices and sound effects, and the standard of you radio advert increases, however of course the radio commercial production cost increases also, the budget typically rises to around £2,000 – £3,000.
How Can Space City Help?
With the help of Space City you could find that you can get the services of a well-known celebrity for quite an affordable figure. Many celebrities who would charge £100,000+ to appear in a TV commercial would expect no more than £5,000 – £10,000 to present a radio commercial, (with that figure including unlimited usage for one year).
Is radio advertising effective?
In the UK radio advertising is regulated by Radiocentre (the equivalent role being performed for TV by Clearcast). According to their research, radio advertising produces an ROI of £7.70 for every pound spent.
Combining Radio & TV Advertising
Radio advertising can be particularly effective when it is used in conjunction with TV advertising. Space City will often produce a radio commercial alongside an existing TV advertising project, (Motorway). The radio ad might use many of the same elements – a similar script, the same actors and/or the same music. This of course makes it very cost-effective to produce, even if it is not intended as the primary medium for the campaign.
How Can Space City Help?
So the case for advertising on radio in the UK is very strong: producing a commercial is quick and easy, it’s cost-effective and it could work incredibly well. If you’re looking to make a radio commercial, Space City can help. Whether you’re looking for radio advertising in London, radio advertising in Manchester, radio advertising in Bristol, or you just want to know how much radWe’ve made hundreds of radio commercials, either as free-standing projects or in conjunction with a TV campaign. Contact us to see how we can help.
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