Radio advertising
Radio is a medium of frequency. Listeners have no picture, often half-listen, and remember a message only after several repeats. So a radio campaign is planned at higher frequency than a TV campaign, and it only pays where the budget can reach that frequency — which on regional stations is often more achievable than it looks.
What we deliver
- Station selection by listener profile and regional coverage
- A plan of spot counts, dayparts and weekly distribution
- Negotiating price, positions and packages with stations and sales houses
- Checking the script and finished spot against advertising rules
- Verifying airing against station logs and a final evaluation
Regional radio is a precise tool
National and network stations cover the whole country, regional ones only their area or city. For a business selling in one region, that is an advantage: it does not pay for reach where it has no customers. Station audiences are measured by Radioprojekt, whose data shows how many people, and of what profile, listen to each station.
Combining several regional stations builds coverage that matches distribution or branch locations exactly. Stations are sold individually and in networks through sales houses.
Morning and afternoon peaks
Radio listening varies sharply over the day. Audiences peak in the morning, as people get up and commute, and in the afternoon rush hour. Those slots are also the most expensive.
So the plan works with dayparts — time bands across the day — and decides how many spots go into the peaks and how many into cheaper bands. For a reminder campaign, spreading across the day can be more efficient than concentrating on the expensive morning.
A spot without a picture
A radio spot has to work on sound alone: the brand is heard early and repeatedly, there is one message, and the contact (website, address) is simple. Length is usually 20 to 30 seconds. Stations review both script and recording against advertising regulation — including mandatory disclaimers for medicines, food supplements and alcohol.
The recording can be done by the station or a production studio. Our sister company OMNIA PRODUCTION handles audiovisual production; for radio, we help with the brief and checks so the spot works on air, not just on paper.
Frequently asked
- How much does radio advertising cost?
- The price depends on station, region, spot length, daypart and season, and stations routinely offer packages. So a single price per spot says little — what matters is the cost of reaching the frequency needed in the target audience. Send the inquiry form for a concrete plan.
- How many times does a spot need to air?
- There is no fixed number, but radio needs higher frequency than TV, because listeners have no picture and often only half-listen. The plan derives it from how complex the message is, how known the brand is and how long the campaign runs. A campaign with too little frequency spends money without anyone remembering it.
Related services
Radio sponsorship and partnerships
Sponsoring shows, competitions and joint projects with stations — the brand as part of the programme, not just a spot in the break.
Read more →01Media strategy and planning
Splitting the budget across TV, radio, print and out-of-home by target audience and campaign goal — before anything is bought.
Read more →12Regional and trade press
Regional dailies, municipal newsletters and trade journals — where the audience is narrow and reads its title closely.
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