Master Radio Advertising: 6 Tips to Make Impactful Commercials

Radio Ads

Radio advertising has been around for almost a century and remains a powerful tool for marketers today. Despite the advent of new media, radio still reaches millions of people every day, and it continues to offer a cost-effective way to promote products and services. 

Creating an effective radio advertisement, however, requires skill and strategy. In this article, we will discuss how to leverage commercials for radio to maximize your marketing efforts.

Understand Your Audience

The first step in creating effective commercials for radio is to understand your audience. Who are you trying to reach? 

What are their needs and interests? What motivates them to buy? 

When you really know your intended audience, you can adjust your message to connect with them better. This will help you create a more effective and persuasive radio ad.

Develop a Strong Message

The next step is to develop a strong message for your radio ad. Your message should be clear, concise, and focused on the benefits of your product or service. 

It should also be memorable and catchy so that it stays with your audience long after they hear the ad. One effective way to develop a strong message is to use storytelling. 

People are naturally drawn to stories, and a well-crafted story can help you connect with your audience on an emotional level.

Write a Script That Speaks to Your Audience

Once you have developed your message, it’s time to write a script that speaks directly to your target audience. Your script should be conversational and engaging to capture listeners’ attention. 

Additionally, it’s vital to utilize clear and simple language, steering clear of specialized terminology or jargon that may perplex your listeners.

Use Sound Effects and Music to Enhance Your Message

Sound effects and music can be powerful tools in radio advertising. They can help you establish an emotional bond with your audience, and they can also help you reinforce your message. 

For example, if you are advertising a product that is designed to help people relax, you might use soft music and calming sound effects to create a sense of tranquility.

Keep Your Message Simple and Focused

In radio advertising, less is often more. You only have a limited amount of time to capture the attention of your audience, so it’s essential to keep your message simple and focused. 

Don’t try to cram too much information into your ad, or your audience may tune out. Instead, focus on one or two key benefits of your product or service, and use examples or stories to illustrate your message.

Test Your Ad Before Launching

Before you launch your radio ad, it’s essential to test it to ensure it’s effective. You can do this by running a focus group or surveying a sample of your target audience. 

This will give you valuable feedback on how your ad is being received, and it will help you make any necessary adjustments before you launch.

Consider Working with a Professional Agency

Creating effective radio ads can be challenging, especially if you don’t have experience in advertising or marketing. Consider partnering with a professional agency that specializes in radio advertising. 

They can help you develop a message that resonates with your audience, write a script that speaks to your target audience, and produce a high-quality ad that captures the attention of listeners.


Creating effective commercials for radio requires an extensive understanding of your audience, a strong message, a well-crafted script, sound effects and music, a simple and focused message, testing, and sometimes the support of a professional agency. Following these guidelines, you can take advantage of radio ad production to maximize your marketing efforts and reach millions of potential customers.

Don’t settle for mediocre marketing results! Choose Killerspots, one of the best digital media advertising agencies with over two decades of experience in radio, jingle, TV and video production, social media, studio rentals, and SEO. 

Our contagiously creative team is dedicated to bringing your vision to life and delivering the ROI your business deserves. Call us today at 800-639-9728 to get started!

The Power of Jingles in Multi-Channel Advertising Campaigns

Male recording a jingle

Have you ever found yourself humming a catchy tune long after seeing a commercial? You may have been the target of a successful jingle. Jingles, those short and memorable tunes used in advertising, have been around for decades and are still popular tool for marketers. But what makes them so effective?

In this article, we will explore the value of jingles in advertising and discuss the benefits they offer to businesses. From increased brand awareness to emotional connections with consumers, jingles are a powerful tool that can help businesses stand out in a crowded market.

What are Jingles?

A jingle is a short, catchy tune or song used in advertising to promote a product or service. Jingles are often used in radio and television commercials but can also be used in other forms of advertising, such as online or billboards. The purpose of a jingle is to create a memorable and positive association with a brand or product.

The Benefits of Using Jingles

Jingles have been used in advertising for decades, and there are several reasons why they are still a popular tool for marketers today. Here are some of the benefits of using jingles in advertising:

1. Increased Brand Awareness

One of the main benefits of using jingles in advertising is that they can help to increase brand awareness. A catchy tune can stick in a person’s head for days or weeks after hearing it. This means that every time they think of the tune, they will also think of the brand that it is associated with.

2. Emotional Connection

Jingles can also help to create an emotional connection with consumers. A well-crafted jingle can evoke feelings of happiness, excitement, or nostalgia. This emotional connection can build brand loyalty and encourage repeat purchases.

3. Uniqueness

Jingles can also help to make a brand stand out from its competitors. A unique and catchy tune can be more memorable than a simple tagline or slogan. This can differentiate a brand from its competitors and make it more special to consumers.

4. Cost-Effective

Jingles can be a cost-effective advertising tool. Once a jingle has been created, it can be used in multiple advertising channels such as radio, television, and online ads. This means brands can get more mileage from their advertising budget by using a jingle.

Examples of Successful Jingles

There have been many successful jingles over the years. Here are a few examples:

1. McDonald’s “I’m Lovin’ It”

The “I’m Lovin’ It” jingle has been used by McDonald’s since 2003. The catchy tune has been used in television commercials, online ads, and even as a ringtone. The jingle has helped to increase brand awareness and create an emotional connection with consumers.

2. Kit Kat “Give Me a Break”

The “Give Me a Break” jingle has been used by Kit Kat since the 1950s. The catchy tune has become synonymous with the brand and has helped to increase brand loyalty.

3. State Farm “Like a Good Neighbor”

State Farm has used the “Like a Good Neighbor” jingle since the 1970s. The catchy tune has helped to create an emotional connection with consumers and increase brand loyalty.


Jingles are a powerful advertising tool that can help to increase brand awareness, create an emotional connection with consumers, differentiate a brand from its competitors, and be cost-effective. Creating a successful jingle takes time and effort, but the benefits can be significant. The next time you hear a catchy tune in a commercial, remember the power of jingles in advertising.

For award-winning jingles and other top-notch advertising services, contact KillerSpots Inc. We are a full-service digital marketing, production, and media agency employing marketing approaches that dynamically adapt to our client’s business. Let’s talk about maximum R.O.I.s; schedule a discovery call today!

Why Jingles Are Essential for Advertising Your Business

In the world of advertising, jingles hold a unique and powerful position. These catchy tunes have been used by businesses for decades to create brand recognition and engage customers. In this article, we will delve into the reasons why jingles are essential for advertising your business and how jingle marketing can lead to increased sales, customer loyalty, and long-term success.

1. The Science Behind Jingles: How They Work on Our Brains

Jingles for business are not just catchy tunes; they are also the product of psychological and neurological processes that make them so effective in capturing attention and evoking emotions. The human brain is wired to respond to music, and jingles tap into this innate capacity by using rhythm, melody, and repetition to create memorable and emotionally charged messages.

Research has shown that music can stimulate the release of dopamine, a neurotransmitter associated with pleasure and reward. This means that a well-crafted jingle can create positive associations with your brand in the minds of potential customers, making them more likely to choose your product or service.

Moreover, the repetitive nature of jingles makes them easy to remember and recall, ensuring that your brand stays top-of-mind for your target audience.

2. Jingles as a Tool for Branding and Differentiation

In today’s crowded marketplace, it is essential for businesses to stand out from the competition. One of the most effective ways to achieve this is through jingle marketing. A well-crafted jingle can serve as a unique identifier for your brand, making it instantly recognizable and setting it apart from competitors.

By creating a distinctive and memorable auditory experience for your customers, jingles can help to reinforce your brand’s identity and values. This can lead to increased brand recall, customer loyalty, and ultimately, higher sales.

3. The Emotional Connection: Engaging Your Customers on a Deeper Level

One of the most significant advantages of using jingles for business is their ability to create an emotional connection with your target audience. Music has a unique capacity to evoke emotions, and a well-crafted jingle can trigger feelings of nostalgia, happiness, or excitement and associate these emotions with your brand.

By engaging your customers on an emotional level, you can foster a deep sense of attachment and loyalty to your brand. This emotional connection is crucial for establishing long-term relationships with your customers and encouraging repeat business.

4. The Versatility of Jingles: Adapting to Various Media Platforms

Another reason why jingles are essential for advertising your business is their versatility. Jingles can be easily adapted to various media platforms, such as radio, television, and online advertisements. This means that you can leverage the power of jingle marketing across multiple channels, increasing your reach and maximizing your return on investment.

In addition, jingles can be easily updated and refreshed to keep your brand relevant and engaging. This adaptability ensures that your jingle marketing efforts remain effective and impactful over time.


Jingles for business are an invaluable tool for advertising and branding in today’s competitive marketplace. By tapping into the psychological and emotional power of music, jingles can create memorable and engaging experiences for your customers, fostering brand recognition, loyalty, and long-term success. Investing in high-quality jingle marketing can set your business apart from the competition, create an emotional connection with your target audience, and leverage the versatility of jingles across various media platforms. So, it’s time to unlock the potential of catchy tunes for your business and watch your brand soar to new heights!

Are you ready to leverage jingle marketing for your business? Then look no further than KillerSpots Inc.! We are the best digital advertising agency that can help you create effective jingles that perfectly represent your brand’s values and message. Don’t miss out on the opportunity to take your business to the next level! Contact us today to schedule a consultation and learn more about how we can help you achieve your business goals!

5 Best Practices in Producing Effective Radio Commercials

holding a radio

Radio commercials are an essential aspect of advertising campaigns for businesses, and their effectiveness depends on various factors. A successful radio commercial can help companies to reach and engage with their target audiences, drive sales, and increase brand awareness. However, it is not an easy feat to produce a compelling radio commercial. Businesses can follow several best practices to create a successful and effective radio commercial.

1. Cast Specific Voice Talents

One of the essential elements of a radio commercial is the voice talent. The voice talent sets the tone and mood for the entire commercial, and choosing the right person for the job is vital. The voice talent should be able to deliver the message in an engaging, persuasive, and memorable way. The voice should be clear and easy to understand, with a tone that matches the brand.

Businesses should look for individuals with experience in radio commercials when considering voice talents. They should also consider the demographics of their target audience and choose a voice talent that fits. Casting a voice talent representing the target audience can help the commercial resonate with them and increase its effectiveness.

2. Direct Voice Talents

Directing voice talent is another crucial element of producing an effective radio commercial. The director should work closely with the voice talent to ensure they deliver the message in the desired tone and mood. The director should give clear instructions on the pace, emphasis, and pronunciation of words to convey the message effectively.

Giving the voice talent enough time to rehearse and practice their lines is also essential. It can help them deliver the message more naturally and with more conviction. The director should also be open to feedback from the voice talent and make adjustments to ensure the commercial’s success.

3. Invest in Producing Sound Quality

The sound quality of a radio commercial is as vital as the message itself. Poor sound quality can detract from the news and make it difficult for the audience to understand. Therefore, investing in producing high-quality sound for the commercial is crucial.

Businesses should consider working with professional sound engineers with experience producing radio commercials. They should also use high-quality equipment and software to record, edit, and mix the audio. Investing in sound quality should make a significant difference.

4. Write Better Scripts

The script is the foundation of a radio commercial, and it is essential to write a script that is engaging, persuasive, and memorable. The hand should be reported to capture the audience’s attention and deliver the message effectively.

Businesses should consider working with professional copywriters with experience writing radio commercials. The copywriter should be able to understand the brand’s messaging and translate it into a compelling script. The script should be concise and to the point, avoiding jargon or technical terms that may be difficult for the audience to understand.

5. Adjust According to Target Audience

The target audience is essential to consider when producing a radio commercial. The commercial should be tailored to the audience’s demographics, interests, and needs. The messaging should resonate with the audience and address their pain points or desires.

Businesses should consider conducting market research to understand their target audience better. They should also test the commercial with a target audience sample to gauge its effectiveness. Adjusting the commercial according to the target audience can help increase its effectiveness and improve its ROI.


An effective radio commercial requires careful planning, execution, and attention to detail. When it comes to advertising on the radio, it is essential to remember that you have a limited amount of time to convey your message to listeners. Therefore, planning and executing your radio commercial is crucial to grab their attention and leave a lasting impression.

Are you looking to take your business to the next level? Look no further than Killerspots! As the best digital media advertising agency in the industry, we specialize in ads in digital marketing, brand marketing agencies, and commercials for radio. Our contagiously creative team has been serving clients worldwide since 1999, and we’re ready to help you achieve the passion and ROI your business demands. So why wait? Give us a call at 800-639-9728 to get started today!

How Catchy Radio Jingles Can Boost Your Advertising Efforts

woman recording a jingle

In the increasingly competitive world of advertising, businesses are constantly looking for ways to make their brand stand out and leave a lasting impression on potential customers. One of the most effective and enduring methods of achieving this is by using catchy radio jingles in advertising campaigns. 

In this article, we’ll explore why radio jingles are so powerful in boosting advertising efforts, and how working with an advertising and branding agency can help create the perfect jingle for your brand.

The Science Behind Earworms: Why Catchy Jingles Stick in Our Minds

A catchy jingle is often referred to as an “earworm” because it burrows into our brains and becomes near impossible to forget. Studies have shown that our brains are wired to remember music more easily than spoken words. One reason for this is that music triggers an emotional response, which helps to create a stronger memory. Additionally, the repetitive nature of jingles, along with their simple, memorable melodies, makes them more likely to stick in our minds.

When a jingle becomes an earworm, it can greatly benefit the brand being advertised. The more a potential customer hears and remembers the jingle, the more likely they are to remember the brand and its products or services. This can lead to increased brand awareness, customer loyalty, and ultimately, sales.

Leverage the Power of Radio: Reach a Wide Audience

Even in the age of ads in digital marketing, radio remains a popular and effective advertising medium. According to a recent Nielsen report, radio reaches 92% of adults in the United States each week. This means that by utilizing radio jingles in your advertising campaign, you have the potential to reach a vast audience.

Moreover, radio listeners tend to be loyal and engaged, often tuning in to their favorite stations daily. This provides advertisers with the opportunity to have their jingle heard repeatedly by the same audience, increasing the likelihood of it becoming an earworm and achieving the desired results.

Stand Out from the Crowd: Differentiate Your Brand

In the crowded marketplace, it’s essential to differentiate your brand from competitors. A catchy radio jingle can help you achieve this by creating a unique auditory experience for listeners. When your jingle plays on the radio, it can immediately grab the attention of listeners and make your brand memorable.

Additionally, a well-crafted jingle can convey your brand’s personality and values, helping to create a strong brand identity. This emotional connection can help to foster customer loyalty and encourage repeat business.

Partner with an Advertising and Branding Agency: Create Your Perfect Jingle

Creating the perfect radio jingle requires a deep understanding of music theory, marketing principles, and the specific needs of your brand. This is why partnering with an experienced advertising and branding agency is essential. These experts can help you create a jingle that is not only catchy but also effectively communicates your brand’s message and values.

An advertising and branding agency will analyze your target audience and industry, helping to develop a jingle that resonates with your potential customers. They will also ensure that your jingle is seamlessly integrated into your wider advertising campaign, including ads in digital marketing, to create a cohesive brand experience.


Catchy radio jingles have stood the test of time as a powerful tool in advertising, helping businesses to increase brand awareness and drive sales. By leveraging the science behind earworms, the wide reach of radio, and the expertise of an advertising and branding agency, you can create a memorable jingle that effectively boosts your advertising efforts. So, if you’re looking to make a lasting impression on your target audience and stand out from the competition, it’s time to consider adding a catchy radio jingle to your advertising arsenal.

If you’re tired of sifting through mediocre advertising agencies, then KillerSpots Inc. is what you need! Our team of creative masterminds specializes in everything from Radio Production to SEO, ensuring that your brand stands out from the crowd. Let us start creating something amazing together! Contact us today and see for yourself why our clients can’t stop raving about our killer work!

Radio Jingles: Why They Work and How to Know If You Need It

women listening to the radio

A radio jingle is a short, catchy, and memorable tune used in radio commercials to promote products and services. These powerful marketing tools have effectively grabbed the listener’s attention and created a lasting impression. It can also help your business be unique and increase brand recognition. 

However, it’s not enough to create a catchy tune for the radio. You must also understand its effectiveness and ask yourself if you should compose one. This step will help you and your marketing team maximize your resources and get the best investments. 

If you’re ready to get your song on air, this article will explain why radio jingles work and how to know if they’re the best fit for your marketing strategy. 

How Can Jingles Help Brand Your Business?

Radio jingles are fun and memorable tunes associated with a particular brand. These commercial marketing tools are effective in advertising because they reinforce the brand’s positive qualities, and a study shows that 89% of respondents support that. For instance, Campbell’s soup jingle “Mmmm, Mmmm Good” reminds people of the soup’s delicious taste and brings back memories of childhood comfort.

Why Are Jingles Effective?

Jingles are effective because of repetition and can get stuck in people’s heads. They serve as an “earworm,” and even serious businesses like law firms use them to their advantage. People may remember a jingle for a DUI (driving under the influence) lawyer they’ve heard and potentially hire them to handle the case.

Jingles are also a cost-effective advertising method that can lead to free word-of-mouth promotion. Moreover, they don’t need to be expensive to create and can be budget-sensitive. You can create an effective jingle by hiring an experienced media partner. 

What to Ask Yourself about Radio Jingles

After explaining why you need jingles and how they are effective, here are three questions to ask yourself before launching this commercial on the radio. That way, you’ll avoid wasting resources and maximize your marketing efforts. 

1. Do I Need to Distinguish My Brand? 

If your business struggles to stand out among its competitors, you could stay unique by creating a catchy jingle. For instance, many customers have many options when they need a plumber, but a short but memorable song can help a company stick out in their minds.

When people repeatedly hear a catchy song for a plumber in their area, they’re more likely to remember the brand when they need their services and may even visit the website or call for a quote. That happens because the jingle has helped connect the customer and the brand.

2. Do I Need to Boost Brand Recognition? 

If you’re unconfident about your brand’s prominence, conducting surveys or market research to gather data may be a good idea. After that, you can determine if you should compose a jingle, which can help enhance your brand’s overall recognition by reaching a large audience through radio advertising. 

Although not everyone who hears your song may be interested in your product or service, they’ll eventually remember it when they’re ready to purchase or try it.

3. Does My Company Have a Lot of Regional Competition?

Consider the competition level in your area. Ask yourself if your business faces intense rivalry from numerous small companies or just a couple of big players. Your business already has a significant portion of the market and aims to withstand emerging competition. However, if you’re facing tough regional competition, you must learn to set your brand apart, and you can do so by creating a catchy tune. 


While radio jingles are effective forms of commercials, they only work if they’re catchy and you plan for it properly. You can avoid wasting resources and maximize your investments by educating yourself about its effectiveness and asking the right questions. 

If you need a production team to help your business compose catchy radio commercials, hire KillerSpots, Inc.! We’re a contagiously creative full-serve production house serving clients worldwide since 1999. Call us now, and let’s compose your next big hit!

7 Reasons Big Businesses Stilll Use Radio Even Today

radio ad

In an era dominated by digital media, radio advertising might seem like a relic from the past. With social media, video platforms, podcasts, and streaming services all vying for consumers’ attention, it’s easy to assume that radio has lost its relevance. However, despite the rise of new media, radio advertising remains a powerful and effective marketing tool for businesses of all sizes, including some of the biggest names in the industry.

Today, we’ll explore the reasons why radio advertising continues to thrive and why it should remain an essential component of your marketing strategy:

1. Radio Reaches a Massive Audience

According to some reports, radio has the highest reach among all media platforms, reaching 92% of adults in the U.S. every week. This translates to over 240 million people who tune in to radio stations on a regular basis. The diverse listener base of radio includes people of all ages, ethnicities, and socioeconomic backgrounds, making it an ideal platform for businesses to reach a broad audience.

2. Radio Ads Are Cost-Effective

Compared to other advertising channels, radio ads are relatively inexpensive to produce and air. This allows businesses to reach a large audience without breaking the bank. Additionally, radio offers a high return on investment (ROI) for advertisers, as studies have shown that every dollar spent on radio advertising generates an average of $12 in sales.

3. Radio Advertising Builds Brand Awareness

Radio’s unique ability to create an emotional connection with listeners makes it an ideal platform for building brand awareness. Through the use of catchy jingles, memorable slogans, and engaging storytelling, radio ads can leave a lasting impression on listeners and effectively communicate a brand’s message.

4. Radio Offers Targeted Advertising Opportunities

Radio stations cater to specific demographics, geographic areas, and interests, making it easy for businesses to target their desired audience. This level of targeting ensures that your advertising dollars are being spent on reaching the right people and getting your message across to those who are most likely to be interested in your product or service.

5. Radio Advertising Is Non-Intrusive

Unlike digital ads that can disrupt a user’s online experience or television commercials that interrupt a program, radio ads are seamlessly woven into the listening experience. As such, listeners are less likely to change the station or skip over an ad, ensuring that your message is heard.

6. Radio Offers a Captive Audience

Many people listen to the radio while commuting, working, or engaging in other activities where their attention is not divided. This captive audience is more likely to listen to and absorb your advertising message, making radio an effective platform for reaching consumers.

7. Radio Advertising Complements Digital Marketing Efforts

Finally, integrating radio advertising into your overall marketing strategy can help amplify your digital marketing efforts. For example, a radio ad can direct listeners to your website or social media channels or encourage them to download your app or subscribe to your podcast. By using radio in conjunction with digital platforms, you can create a cohesive and comprehensive marketing campaign that effectively reaches your target audience.


Despite the rise of digital media, radio advertising remains a powerful and effective tool for businesses of all sizes. With its broad reach, cost-effectiveness, targeted opportunities, and ability to build brand awareness, radio continues to be a valuable marketing asset. If you’re looking to diversify your marketing strategy and reach a captive audience, consider incorporating radio advertising into your marketing mix.

We, Killerspots Inc., are the best digital media advertising agency. We offer jingle production, social media, studio rentals, and more to help businesses boost their ROI. If you are looking for radio ad production to capitalize on radio, work with us today!


jingles for business

Why Your Business Needs a Jingle: The Benefits of Investing in a Killer Jingle from the Killerspots Agency.

In today’s competitive marketplace, it’s more important than ever for businesses to have a strong and memorable brand identity. And what better way to achieve that than with a catchy and memorable jingle?

At the Killerspots Agency, we specialize in creating top-notch jingles that will help your business stand out from the crowd. But you might be wondering, what are the benefits of investing in a jingle for your business?

  1. Increased Brand Recognition

One of the biggest benefits of a jingle is that it helps increase brand recognition. A jingle is a short, memorable tune that is associated with a brand or product. It’s like a musical logo that sticks in people’s minds, making it more likely that they’ll remember your business when they need the products or services you offer.

  1. Increased Ad Recall

Another benefit of a jingle is that it increases ad recall. A jingle is often used in commercials, and when a jingle is memorable and catchy, it can help people remember the ad and the product or service being advertised.

  1. Increased Emotional Connection

Jingles can also help create an emotional connection with your target audience. A jingle that evokes positive emotions can help create a positive association with your brand, which can lead to increased customer loyalty.

  1. Increased Effectiveness of Advertising

Jingles are also an effective way to grab attention and make your ad more memorable. A jingle can be used to break through the clutter and make your ad stand out, which can lead to increased effectiveness and ROI.


  1. Increased Reach

A jingle can also help increase the reach of your advertising. A jingle that is played on the radio, television, or in stores can be heard by a wide audience, which can help increase brand awareness and drive sales.

At the Killerspots Agency, we understand the importance of having a strong and memorable jingle for your business. That’s why we work closely with our clients to understand their unique needs and create a custom jingle that perfectly aligns with their brand and target audience.

We have a team of experienced and talented musicians and sound engineers who will work to create a jingle that is not only memorable but also unique and fitting to your brand. All of our jingles are 100% custom.  Every note and every lyric are completely custom made for each of our clients.  The Killerspots Agency has hundreds of talented voices, some of today’s best musicians and gifted, creative jingle producers on staff to create the perfect, Killer Jingle that engages our clients’ audiences.

We also understand the importance of staying up to date with the latest trends in music and sound, that’s why we use cutting-edge technology and techniques to create jingles that are not only memorable but also sound great and are in sync with today’s audience.

Our team is also experienced in creating jingles for a variety of industries and we have a proven track record of creating jingles that drive results.  Listen to our demo and you’ll hear the Killer difference guaranteed. We also offer jingles in several different languages including, English, Spanish, French and many more.

Don’t let your business get left behind in the competition. Invest in a jingle from the Killerspots Agency and watch your brand recognition, ad recall, emotional connection, and ROI soar.


Contact us today to request a free quote on how we can help your business stand out with an original, custom business jingle.

6 Types of Radio Ads

Types of Radio Ads

While it may seem that Americans are shifting from radio to streaming platforms to listen to music, that isn’t quite the case. According to a 2021 Nielsen study, 88% of Americans listen to AM/FM radio weekly. That leaves plenty of opportunities for radio advertisements to reach their intended audience.

If you have a small business, advertising on the radio is a no-brainer. It has an incredible amount of reach, and a relatively low cost compared to other forms of advertising. But when writing a radio ad, what type of radio ad should you choose?  There are many types of radio ads out there and deciding which style to write in can be a challenge.

In this blog, we’ve rounded up the top 6 types of radio ads. Here, you can learn a little bit about what they are, their effectiveness, and the pros and cons of writing in that style.

1. Straight Read

A straight read radio ad is the most straightforward type of radio ad. It’s a produced segment where one or more voices read from a script about the product or service. Typically, the voice talent is talking directly to the audience, telling them about the benefits of the product and why they should buy it. Straight read ads typically will include a call-to-action at the end of the ad, usually directing the listener to call a phone number or visit a website to learn more and make a purchase.

Straight reads tend to be easier to write and produce than other types of radio ads. They’re best suited for shorter ads, as well, usually at 30 seconds or less. Depending on the voice talent, however, they can easily be tuned out by the audience if the line delivery isn’t engaging enough.

2. Live Read

A live read ad is similar to a straight read, but it involves a radio personality reading from a script live on-air. The host of the radio show or DJ typically reads these ads out during short breaks between the other segments of the show.

Live reads can help your company stand out from the crowd, as the host’s familiar voice will hold listeners’ attention. A popular host reading your radio ad can also sound like an endorsement, which could incentivize listeners to check out your services.

3. Jingle Ad

Often combined with the straight read, a jingle ad is one of the most popular types of radio ads. Jingles are effective at getting listeners to remember a brand, due to their repetitiveness and use of melody. When combined with a straight read radio ad, the talent will typically talk about the product or service, and then the jingle will play in the background and/or at the end of the advertisement.

Jingles evoke emotion, increase recognition, and can often get stuck in listeners’ heads. If you combine a jingle with a memorable script for a straight read, you can create an effective commercial that will get listeners to follow your call to action.

Jingle ads can be a little more difficult to produce than a straight read, however. If you don’t already have a jingle for your company, you’ll need to write one or have a songwriter compose it for you. This can be costly at first, but the return on investment of a catchy jingle can be invaluable for future advertising.

4. Personified Ad

A personified ad is a type of radio ad where one or more speakers assume a character to deliver the script of the ad. These ads can be particularly memorable with the right script and voice actors, as they will catch listeners’ attention due to their narrative nature.

A typical personified ad script will usually have a character voice a problem, and then another character offers a solution in the product or service that is being advertised. The characters will discuss the product or service and its benefits, and the ad can close out with a jingle, a call to action delivered by an announcer, or the characters themselves talking about what to do next.

Personified ads can be humorous or play it straight, but either way, you don’t want the script to sound too cheesy. You can run the risk of making your audience roll their eyes, or become annoyed with the ad. A talented scriptwriter and voice actors can sell a personified ad effectively, but it may take several rounds of writing and recording to get it right.

5. Testimonial Ad

Testimonials can be a powerful tool to encourage radio listeners to purchase your product or service. Having a real customer record their thoughts on your product not only provides valuable feedback for your business, but it can be an effective type of radio ad. You can interview customers yourself, or request that customers send you recordings to utilize within a straight read ad. Keep in mind, however, that having a customer record their own audio may result in quality issues. If you or your producer has a good microphone and sound system, it may be worth the investment to interview the customer personally to receive the best quality audio for your radio ad.

6. Sponsorships

Finally, the last type of radio ad is the sponsorship ad. Sponsorships are a little different than most radio ads, as they are more subtle, but they can be quite effective. Like with a live read, the host of a radio show tells the audience at regular intervals that the broadcast is sponsored by your company. The host can then talk about your business, or just keep the ad to simple reminders to check out your product or service and thank you for sponsoring the show.

Sponsorships are more popular in other forms of audio advertisements, like podcasts, but they can still be effective on AM/FM radio. They take advantage of audience attention when they’re the most engaged, which is when they’re listening to the host talk about the topic of the day. You can reach out to local radio stations to ask about sponsorship opportunities.

Killerspots can Write All Types of Radio Ads for Your Business

No matter which type of radio ad is best for your business, Killerspots can write and produce effective and engaging ads for you. Our agency has been crafting killer radio spots for our clients since 1999, with award-winning results. Get in touch with us today for a quote, and you’ll be hearing your company’s name on the airwaves in no time.

How to Make Custom Radio Ads for Your Business

custom radio ads for business

AM/FM radio in the United States has nineteen times the audience share of streaming services like Spotify. If your business isn’t making its voice heard on the radio, you need to ask yourself why not!

Custom radio ads for your business can introduce you to a local customer base that you might not reach through other means. An effective radio ad can also drive brand awareness. We’ve all had a charming radio jingle stuck in our heads for weeks at a time – with the right radio ad, that jingle could belong to your business.

Keep reading, and we’ll teach you the basics of creating a custom radio ad. You’ll be all over the airwaves in no time!

Why Advertise on the Radio?

When you advertise on the radio, you can target your audience much more narrowly than you can with TV or digital ads. Radio stations are constantly assessing their listener bases, trying to see what specific demographics like best about their programming. They almost always know which age groups listen when or who tends to like which show.

That makes it easy for you to target the customers you want. When you advertise on the radio, half of your market research has already been done for you!

Radio is also much more affordable than television or digital advertising, even though they have roughly the same reach. Because radio advertising relies on repetition, you get more plays for your money on the radio than on TV. Overall, it’s a cost-effective way of getting your message out there.

And if you’re hoping to target local customers in particular, advertising on local radio stations is a great way to help them find your business. 

When to Place Your Custom Radio Ad

You’ll need to do market research to figure out when to place your custom radio ad. If you know your ideal customer, you’ll be in a better position to reach them. Think about who they are, what they want, and what problems they have that your product or service can solve.

Once you have a profile of your ideal customer, you can investigate which radio stations they’re most likely to listen to. Look into the most common listening times for your target demographics, so you can plan exactly when and where to place your ad.

If you’re looking for the under-35s, try top 40 or alternative radio at peak times of the day. Over-55s are likelier to listen to classical or talk radio, usually at peak hours and sometimes in the evenings. Radio stations will have data on their listeners’ habits, so get in touch and use their expertise.

Figure out which radio stations fit your ideal customer’s persona, then start reaching out to discuss your advertising options. They’ll probably be happy to work with you!

The Cost of Radio Advertising

Radio advertising is more affordable than TV or digital advertising. However, you also need to factor in the cost of producing a radio ad.

Creating custom radio ads for your business can cost between $300 and $1000, depending on the service you use. While it’s possible to save money by creating your own radio ad, you may compromise on quality. Your ad might be less effective as a result.

Running a radio ad can cost anything from $200 to $8,000 weekly. Costs vary depending on when you’d like to advertise, the listening audience size, the demand for radio ad spots in your area, and more. A local radio station in a less populated state will have more affordable radio advertising spots than a radio station in busy, expensive New York City!

When making a radio advertising budget, you’ll need to account for your business’s location and priorities. Remember, the goal is to create an ad that ultimately pays for itself.

Tips for Effective Ads

Want to make your radio ad sing? When it’s time to start production, here are a few things to keep in mind.


Your ad needs to grab listeners’ attention from the very first seconds. That’s a hook – a striking, unusual attention-grabber, like a catchphrase or even a jingle.

Your hook should tell the listener something about what your business has to offer. But, more than that, it should speak to them in a way they’ll remember. Punchy copywriting, a catchy tune, and an energetic voiceover are all ways to help a hook land with your audience.

Without a hook, you risk listeners tuning out of your ad before you can get to the point. Open strong, and you won’t have to take that chance.

Value Propositions

Once you have your listeners on the hook, it’s time to reel them in. You can do this by talking about your business’s value propositions. Good value propositions explain why your product or service is the best available and why your listener needs it immediately.

Build on your hook, and tell your listeners exactly why they need to buy your product. Focus on what your business can do that other businesses simply can’t. Whether that’s local expertise, long experience, or state-of-the-art technology, make sure your ad lets them know!


The best radio ads end on a call-to-action or CTA. Don’t leave it to chance: tell your listeners exactly what you want them to do once they’ve finished listening to your ad.

Give them a phone number, a web address, or a store to visit in person. Encourage them to buy the product, sign up for the service, or call your business for further information.

If you don’t offer a clear call-to-action, your customers may not know how to access your business, and you may not get the best results from your ad. Be brief, clear, and specific, and your ad will do the rest!

Custom Radio Ads for Your Business

If you’re looking to produce custom radio ads for your business, Killerspots can help! We’re the industry leader in radio ad production, with decades of experience helping companies to speak to the world. No matter your budget, we’re ready to work with you.

Reach out to us for a quote today, and we’ll get your business the killer spot it deserves.

What Is Commercial Radio Production?

commercial radio production

If you think radio is a dying medium, think again – over 272 million Americans listen to the radio every month. That’s a huge percentage of the total US population.

Radio isn’t going away any time soon, which is why you need to understand what it can do for you and your business. Understanding the ins and outs of commercial radio production can unlock whole new audiences for your business. It can help you to expand your customer base and raise the profile of your brand.

If you’ve ever wondered what commercial radio production involves, keep reading! We’ll take you on a tour of the world of commercial radio, so you can sell your business with confidence.

Public vs Commercial Radio

There are two main types of radio stations in the US: public radio and commercial radio. Though the differences might look superficial at first, they operate very differently. If you’re planning to advertise your business on the radio, it’s important to know the difference between the two.

Public radio is considered not-for-profit and doesn’t air ads. Instead, a public radio station will air sponsorship messages from organizations or businesses that support the station financially. This is because the FCC forbids public radio stations from promoting for-profit businesses.

Non-commercial radio isn’t dependent on ratings to function and can offer more varied and unusual programming as a result. But for businesses, the obvious downside is that it’s hard to advertise on public radio without directly investing in a public radio station.

While sponsoring public radio will catch the attention of that station’s audience, it’s a big commitment, and it may not be accessible to every business.

Commercial radio stations know their niche, and they target it carefully. Commercial programming is built around a clear, specific audience, and so are commercial radio ads. These radio stations make money by selling ad spots, so they have a vested interest in promoting your business.

In 2020, there were over 15,000 commercial radio stations in the US. No matter your target demographic, you’ll be able to find a radio station that can reach them.

The Limitations of Commercial Radio

While commercial radio is an effective way to promote your business, it isn’t perfect. Before you commit to a campaign of radio commercials, you need to consider the limitations of commercial radio as a medium.

Because commercial radio stations target niche audiences, you may not be able to reach all the listeners you want by advertising on a single radio station. You could end up paying more money to promote your business on multiple stations, just to reach your core customer base.

You could also end up paying more for the time spots you want on a commercial radio station. These stations are run for profit and will charge you more to advertise at peak times. Depending on the audience you need to reach, those costs could add up fast.

You should also keep in mind that, while radio ads are a highly successful form of marketing, they can be seen as intrusive. This is especially true in comparison to non-commercial radio sponsorship messages, which listeners perceive as more philanthropic and trustworthy.

But these limitations aren’t the end of the world, and they shouldn’t stop you from looking into your commercial radio advertising options. Ultimately, commercial radio advertising still offers the best value for money compared to any other form of advertising. The drawbacks are minor, and they won’t stop your business from reaching the audience you need it to reach.

Commercial Radio Production

Commercial radio production is the creation and direction of what you hear on commercial radio. It’s usually a behind-the-scenes process, as radio producers aren’t often the same people who present or announce on the radio.

Radio producers working on commercial radio might produce anything from talk shows to radio ads. An audio producer will design sound effects, jingles, and musical cues. A content producer will oversee the production of radio shows and content, whether selecting callers for competitions or finding a voice actor for a radio ad spot.

A radio producer’s job, particularly in the competitive field of commercial radio, is to create the kind of content that people want to listen to. They’re specialists in putting across a clear message in a limited amount of time, in a way that will catch listeners’ attention.

Working With a Production Company

Making ads is a big part of commercial radio production. Working with a professional radio production company can give you the expertise you need to promote your business on the radio. Sure, you could try to produce a radio commercial on your own – but without knowing the ins and outs of commercial radio production, the quality of your ad would take a hit.

Here are just a few things a commercial radio production company can do for your business:

  • Scriptwriting
  • Jingle writing
  • Sound effect production
  • Music cue production
  • Voice actor casting
  • Delivery to radio stations

That’s everything you need to get your business out on the airwaves. It’s worth the investment to hire a company that can do everything necessary to kick-start your promotional campaign. 

Make Your Business Heard

If you think radio advertising is a good fit for your business, get in touch with Killerspots today! We’re the market leader in commercial radio production, with commercial production rates to suit any budget. Plus, with decades of experience in radio, we know exactly what will turn your listeners into repeat customers.

Send us a message now, and let’s work together to spread the word!

5 Things to Know About Radio Ads

Things to know about radio ads

Radio ads tend to be one of the more underrated outlets chosen as a form of marketing for new or smaller businesses. In reality, radio has the greatest reach across every age group in American culture. Radio can reach over 243 million American listeners in just one week. Compared to other media outlets, radio tends to have the most consistent listeners. Most people get in their cars in the morning and choose to listen to something, whether it be music, podcasts, etc. on their drive to work. Some people choose Apple Music, Spotify, or even regular AM/FM radio. Regardless of the platform users choose to stream, each of those platforms respectively has advertisements they choose and/or get paid to stream.

If you’re looking to increase exposure to your brand, advertising on the radio is a worthwhile outlet to learn more about. Below are 5 things you should know about radio ads before starting on your radio advertising journey:

1. Audience

Before you draft scripts for your radio ads, you will need to know who your audience is. The product or service you’re advertising will largely determine your target audience. These demographic factors are some of the ones you’ll want to account for:

  • Sex (Males or Females)
  • Age (Kids/Teens, Young Adults, Middle-Aged Adults, or Seniors)
  • Urban, Suburban, or Rural
  • Geographical Location (East, West, South, Midwest, or Other Countries)
  • Income Level
  • Education Level
  • Occupation
  • Family Status

Create a couple of profiles of your ideal customers based on the list above. Once your profiles are complete, then you can start drafting bullet points for a script your target audience would respond to.

2. Platform

With your audience in mind, you should then determine the platform your radio ads will play on. As we already said, AM/FM radio reaches millions of listeners every week. But there are other audio platforms that also run “radio” ads. You can choose to run ads on streaming platforms such as Spotify, Apple Music, Pandora, or Amazon Music.

What will your ideal audience listen to the most? Age, income, and occupation will likely be the most important factors. If your product is geared towards rural retirees, you would want to stick to AM/FM radio. However, if your ad is targeting middle-class millennials or Gen Z, you would want to run your radio ads on music streaming platforms. You can also do both for maximum exposure, but as we’ll cover later, the cost will largely be the determining factor for this decision.

3. Stations

If you choose AM/FM radio ads, you also will need to determine the stations on which your ads will play. Large, national stations will have the largest audience, but they will also cost more to run ads, and they may not target your ideal audience. You may want to select a local or independent station to run your ads if your target audience is rural, or if you have a local product/service you’re trying to promote. The number of listeners may be less, but the quality of your leads will be greater if they’re more likely to have a use for your product.

4. Frequency and Timing

The next thing you need to consider is when your ads will be played and how frequently. Your target audience will be actively listening at different times during the day, so it’s important to go back to your audience profile to make this decision. If you’re targeting white-collar workers, the morning commute hour would be prime time for multiple airings and the same with the afternoon or evening commute. If your target audience is stay-at-home mothers, mid-afternoon or evening would be the best time to catch their attention.

Unless your audience is overnight workers or night owls, chances are you won’t have much luck airing in the middle of the night. But look closely at your audience profile, and the optimal times to reach them could surprise you!

5. Cost

Finally, you’ll need to take into consideration your budget and the cost of radio ads. Radio tends to be of much greater value than television and print. Even so, knowing what you’re spending your money on is imperative. To get the most bang for your buck, making sure that you’re informed on the ins and outs of radio advertising before heading into a business will prove to be highly beneficial.

The cost of your advertisements will vary greatly depending on a few factors. Radio advertising can range roughly anywhere from $200 – $5,000 per week depending on your location. There is a significant difference in costs for advertising in a smaller regional marketing station, as opposed to a larger city metro station. Radio ads are priced through the evaluation and consideration of factors such as frequency of play, reach, and cost-per-point. Cost-per-point is what it may cost to reach 1% of your ideal audience.

If you’re going the streaming service route, the costs will be different. Spotify has a minimum of $250 to advertise on their platform, with each individual ad play costing fractions of a cent. Pandora charges between $8-12 CPM for audio ads, which means that for every thousand people Pandora shows your ad, you’ll be charged that amount. They also have a $250 minimum spend.

You’ll need to do your research and determine what your budget is for radio ad spending. Ask around, get quotes from different stations and different platforms. Using the factors above and your audience profile, you’ll be able to determine which station or platform will be the most lucrative, and how frequently your ads should run to reach your target demographic.

Killer Radio Ad Production from Killerspots

With all this in mind, you may be wondering how you can draft radio ads that will grab your audience’s attention. Killerspots has been producing radio ads for our clients since 1999, with many awards under our belt. When it comes to radio—we can do it all: script writing, voiceovers, producing, jingles, media buying, and ad placement. We do all this while delivering the best ads with the most value for your budget. Get in touch with us today for a quote, and in no time at all, you’ll be hearing your business all over the airwaves.

Commercials 101: How to Create a Radio Commercial

how to create a commercial

Did you know 83% of Americans listen to the radio on a regular basis?

As a business owner, if you aren’t leveraging radio marketing to widen your reach and grow your business, you could miss out on many potential customers. 

One thing that holds many businesses back from embracing radio ads is feeling overwhelmed about understanding how to make one that works. So keep reading to learn how to create a commercial for the radio that stands out in no time!

Determine Your Target Audience

Creating a radio ad is a bit different from creating digital ads or other types you might be familiar with.

Because radio ads are often localized, you might need to hone in on your target audience compared to other ads you run. Take the time to determine who you’re trying to reach and why.

If you’re trying to direct people to a local storefront, your message will be completely different from simply telling people about your website or online store.

Keep Things Short and Sweet

Your radio ad length will likely be around 30 seconds or less. So focusing on keeping your message as short as possible while still providing the listener with valuable information is the key to a successful ad.

Be sure to focus on the benefits your product or service will bring the listener. Avoid spending too much time introducing your business. People can easily do a quick online search to find more basic information if the ad grabs their attention.

If your business lends itself well to something sarcastic or funny, throwing something in there like that can make the ad more memorable. 

Remember that people are most likely driving their cars when they hear your ad. So if you want them to remember to look your business up later, they need to be able to recall the information with ease.

Having a short message to repeat your business name, location, website, etc., more than once can help too.

Have a Strong Call to Action

As mentioned above, your commercial needs to encourage listeners to take action. Some great commercial CTAs include:

  • Command words
  • Words to evoke emotion
  • Free consultations
  • Fear of missing out (sales, new product releases, etc.)

Your ad should have a purpose beyond simply introducing the public to your business. 

Don’t Be Unnatural

The biggest thing you should remember when considering how to create a radio ad is being natural is crucial. 

If a radio ad is too in your face, people get turned away from your business. Mentioning the products you sell or services you offer once is enough for them to understand what your business is about.

Repeating it too often can make people tune it out or change the station. So instead, try working your message in as naturally as possible, so people don’t feel like they’re being sold something and instead feel like they’re discovering something they need instead.

Stay True to Your Brand Voice

The radio advertising industry is projected to have a $19.58 billion market size this year. That’s a massive bump from previous years.

It can be easy to assume no matter what your ad sounds like, just having one alone is all it takes. But, in reality, focusing on your brand voice is essential if you plan on using radio ads regularly to promote your business.

Knowing what your business stands for and what it doesn’t is a crucial first step before writing any commercials. You don’t want to give people the wrong idea, especially if you have multiple different ads running.

Your brand doesn’t change when the commercials do, so staying consistent matters. Here are a few more tips about maintaining your brand voice throughout your commercials.

Record Quality Audio

If you’ve ever listened to a recording with poor quality audio, you know how frustrating it can be. Usually, it’s so distracting you have no idea what the message actually is because all you can focus on is how bad it sounds.

If your commercial audio quality is poor, assume your results will be poor too.

Using quality recording equipment and choosing the right person to record the ad is necessary. Eventually, your ads might be defined by the speaker you choose, so choosing wisely at the start is essential.

Choose the Right Station

You can create a compelling ad with a fantastic call to action and beautiful recording quality and see zero results if you choose the wrong station to play your ad.

If your target audience is middle-aged people with disposable incomes, running an ad on a popular teen music radio station doesn’t make sense. 

You should understand which stations your audience is most likely to listen to and target them. 

Click here to learn the ten most important tips for creating compelling ads so you can get started on the right foot and wow people with your ads from the getgo.

How to Create a Commercial: Well Crafted Radio Ads Bring Stellar Results

If you wondered how to create a commercial to catch people’s attention on the radio, this article laid everything out.

If you follow the tips mentioned here, no matter what your business is, you should be able to craft a unique commercial to catch people’s attention. 

If you’re ready to hop into radio advertising as soon as possible, contact us today to learn about our radio ad production services, so your audio quality enhances your commercial instead of taking away from it!

Are Custom Radio Ads Still Effective in 2022?

radio ads

Despite claims to the contrary, radio remains a dominant form of media, entertainment, and information in the digital age. On World Radio Day in 2016, 44,000 radio stations worldwide were able to reach approximately 70% of the entire global population.

Since that day, the number of stations and radio shows has only continued to grow. With that in mind, where do radio ads fit into the mix?

Custom radio ads for business can be an excellent way to advertise your company to a huge number of people at once. Read on to find out more about radio ad production and why you should be investing today.

Just How Effective Are Radio Ads in the Digital Age?

First, we’ll answer the main question posed by this article; are radio ads still effective?

The short answer is yes, radio production is still a viable way to advertise your company in 2022. Not only is it viable, but it can also be superior to other forms of advertising available to companies today.

Studies have shown that radio adverts are, in fact, 20% more effective at building brands than other mediums.

This was the result of a comprehensive study pitting televised adverts against radio ads. Not only were radio ads found to work better in the study, but they were also found to be a far more cost-effective solution.

This is because creating TV ads today can be expensive. You need to think about filming locations, actors, scripts, lighting, and considerably more. This is even before you think about trying to get your TV advert syndicated.

Radio adverts are a far cheaper solution, which makes them more attractive for many SMEs in 2022.

But how exactly can you produce a successful radio advertisement?

How Can You Produce a Radio Advert to Ensure Success?

Producing a radio advert might be cheaper than TV, but that doesn’t mean it’s entirely easy. There are a lot of areas to bear in mind to ensure your advert works as well as it possibly can.

The first thing to bear in mind is the brand voice you are attempting to portray in your advert. Per the study above, radio adverts are at their best when they’re used to build a particular brand.

That means you need to research beforehand to ensure you know what kind of brand voice your company should be broadcasting. To do this, you should first assess your target demographics.

Think about your ideal customer and what they like to do on a day-to-day basis. Then, you need to consider how your branding can appeal to this particular person.

As radio is an audio-focused medium, you need to consider also how your advert is going to sound. It’s advisable to work with a professional radio advert producer to get the highest quality sound possible.

But you should also consider whether or not to create a jingle. These can make your business more memorable for consumers if they’re designed appropriately.

Are Scripted Radio Adverts Effective in 2022?

Some companies may want to create adverts off the cuff. But for the vast majority, scripting a radio advert is a preferable option.

With scripting, you can set out everything you need to say in a radio ad ahead of time. Since radio adverts work best as short snippets, this is an essential task.

Scripting a radio advert can be easier if you’ve seen some radio advert script examples ahead of time. Read through successful adverts, and figure out how exactly they achieve that success.

Then, it’s a case of modifying that layout or design and fitting it in with your own brand. Sometimes humor can be a reliable approach to take with radio ads.

Humor is hard to achieve, but when you’ve written something funny, it’ll ultimately become more memorable to listeners. 

Another common approach is to create a hypothetical scenario built around your brand. For example, if you’re managing a restaurant, you could simulate a conversation between a waiter and a family of diners.

This makes the listener feel like they’re already a part of your brand by listening to a dining scenario. 

The only barrier to a successful radio advert script is your imagination. Understand what makes your company different from others, and use that to your advantage.

What Else Should You Consider When Creating a Radio Advert?

Production value really matters when you’re working with radio commercial production. This is why, as mentioned above, you should work with a professional company where possible.

Make sure to record your adverts in a designated studio space with the right equipment. 

A good trick to bear in mind is thinking about how your radio advert stands out from others. Making a unique radio advert will make it stick in your customer’s minds for a longer period of time.

This can then hopefully convert them to paying customers later down the line. But uniqueness isn’t easy. First, really take the time to listen to your competition’s radio adverts.

If they don’t have any of their own, you’re already at an advantage. But think about using sounds or scripts that surprise and engage the listener.

The last thing you want to do is create a radio advert that sounds like everything else on the radio that day.

Finally, make sure to do a trial run. Create a target group of customers who can listen to your advert ahead of time. Then, listen to the feedback they have, and tweak your advert where necessary.

As long as you believe in your business and your customers, you can create a successful radio advert in 2022.

Where Can I Find Out More About Radio Advertising in 2022?

You should now know that radio ads are hugely successful in 2022. You should also know how to create your own, and what to bear in mind if you’re doing so.

We provide radio advert production assistance as well a host of other services for digital marketing. If you’re interested in recording an advert of your own, make sure to contact our experienced team directly.

Radio Commercial : Benefits of Advertising Your Business on Radio

radio commercial

Even with so many modern-day competitors, radio is still a popular medium. A 2021 NPR study reported that 63% of American adults listen to the radio daily. Therefore, a radio commercial is still a viable marketing strategy. 

In addition, there are many other ways that your business can benefit from radio ads. This article will cover a good number of them. In case you need more convincing, read on. 

Radio Advertising ROI Is Higher

Radio commercial production is one of the cheapest marketing methods. Producing a radio commercial only costs $1K to $2.5K. Airing a commercial on the radio costs $200 to $5K per week. 

In comparison, a TV advertising campaign can cost a lot more. The entire production of TV advertisements can cost up to $50K. Broadcasting a 30-second ad on a national network can cost up to $1M. 

Radio Commercial Production Is Less Complex

It’s also easier to create a radio commercial than it is to create a TV one. To create a TV commercial, a TV production company needs actors, a set, makeup, costumes, cameras, microphones, and more. All a radio commercial production company needs are voice talents, microphones, soundproofing equipment, and audio mixing software. 

Because of this, a radio commercial can be written, recorded, and mixed quickly. In addition, recording companies can make necessary changes without losing much time. 

In contrast, a television commercial will take longer to complete. Any missing element can lead to production delays. 

Radio Is More Trustworthy

Surveys taken over the years have asked consumers which media format they trusted more. In many of these, including this one, radio had a higher trust ranking. This is in contrast to media like television or social media, which ranked lower. 

This trustworthiness is also present with radio advertisements as well. Surveys such as this one prove as much. As a result, consumers will see your brand as more trustworthy when you advertise on the radio. 

Radio Data Appears Faster

It can take months for you to learn the results of a print, internet, or television campaign. In contrast, you can get radio marketing campaign results almost instantly. 

There are many ways that you can measure radio advertisement interaction. One of these is how much customers spend after hearing a commercial. Another is how many of them visit your website or business location.

In addition, receiving information faster can help you change your campaign faster. If the metrics aren’t what you want, you can pull the current ad. Then you can make a new advertisement or cancel the campaign altogether.

Such flexibility isn’t possible with most other advertisement types.

Radio Personalities Can Be Effective Influencers 

It’s no secret that celebrity endorsements can boost a product or service’s profits. Brands have been using music, movie, and sports celebrities to promote their products for ages. In fact, a recent study showed that 66% of brands were going to increase their influencer-based marketing budget. 

The popularity of this advertising method is no accident. Studies have shown that the ROI of these campaigns can be as high as 11%. Also, this type of advertisement is very effective with younger consumers. 

You may believe that this form of advertisement won’t work with radio personalities. It may appear that their popularity level is less than that of TV and/or social media influencers. 

This isn’t true. According to this survey, radio listeners know a lot of personal information about their favorite DJs. Therefore, a DJ endorsement can be as effective as one from other influencer types.  

Radio Listening Happens Everywhere

Television and the internet are not very portable forms of entertainment. Even if consumers can access either of them with a phone or tablet, Wi-Fi is difficult to get. Consumers need to stay in an area with free Wi-Fi or pay a lot for wireless data. 

Radio is different. All that a consumer needs is a good quality radio. Then, they can mostly access stations whenever and wherever they want. 

In addition, less focus is required to listen to the radio. Listeners don’t need to focus on radio visually as they would on television and the internet. They can easily do any other activity, such as driving, working, and so on. 

Therefore, your company’s radio ad will probably get a lot more attention than those in other mediums. 

Radio Marketing Is Targeted Well

Each form of radio content has a specific demographic. These data points include age ranges, locations, and so on.

For example, younger generations more often listen to newer music. On the other hand, older individuals lean towards the music of their youth.  

All of this is available to radio stations. When you purchase airtime, they can match your ad with your preferred demographic. Then, they will air it at the appropriate time. 

Radio Stations Can Also Host Events

Along with hosting your ad, radio stations can also offer your business marketing with events. Radio personalities or guests can test your products on air. A contest where winners receive your products or services is another option. 

These sorts of events are more difficult to do on social media or tv. A consumer can easily turn away from these campaigns to do something else.

However, a radio listener may be stuck in their car. Therefore, your audience can be partially captive. 

Make a Radio Commercial With Us

Of course, even with the best medium, a poor commercial can make your marketing campaign fail. Therefore, it’s also important to create an effective radio commercial. With this, your business is more likely to profit from the benefits of the radio medium.

If you need help with creating an effective radio commercial, we can help. Our radio ad production process can offer your business everything it needs. This includes incredible voice talent, persuasive scriptwriting, and attractive sound effects and music. 

What are you waiting for? Hire our services ASAP. 

Radio Ad Production: Brand Voice Vs Tone

Radio Ad Production

The radio advertising industry expects a $19.58 billion global market size in 2022. This value grew from about $18.34 billion in the previous year. With this is the projection of the industry’s recovery from the impact of Covid-19.

Covid-19 caused a massive loss in every industry there is. With more businesses trying to recuperate, the demand for advertising services is increasing.

The radio ad is one way to introduce and create retention for your brand. Radio is perfect for promoting strategic advertising messages at a moment’s notice. And it comes with cost-effectiveness as a bonus!

There are things to do before working with a radio station for your advertisement. Before anything else, you should introduce who you are as a brand. Be clear in identifying your brand voice and your brand tone.

Do you want to know more about brand voice vs tone?This article will help you differentiate the two and lead you on how to use both in crafting your content.

What Is Brand Voice?

The brand voice always reflects the personality of your brand. It means that your brand voice reflects your principles and goals as a company. Because of this, it should remain the same over time unless you opt for rebranding.

Brand voice is how you communicate your distinct perspective to your target market. It incorporates all your communication techniques, including your spoken and written language. It also reflects your brand image, including trademarks, banners, and marketing strategies.

What Is Brand Tone?

The brand tone is how you use your brand voice to reflect your brand personality. It makes use of your brand voice to create a strong connection with your market. Your brand voice remains consistent throughout all your communications, while brand tone changes.

The brand tone you choose depends on circumstances and the potential audience. It reflects the ad context’s uniqueness while being consistent with the brand.

Brand Voice Combined With Brand Tone

Always consider your brand’s voice when drafting content for your company’s advertisement. The range of communications you develop for your company must represent this voice.

The voice could be serious or humorous, or classy. The sky is the limit, but it should still represent the brand.

With this in mind, your brand tone must be consistent with the type of communication you wish to create. The circumstances will define whether the brand tone will be light or otherwise.

Brand voice vs tone shouldn’t be your focus. Instead, incorporate the two together to make your marketing strategy more effective.

Know the distinctions and focus on establishing your company’s voice. Until then, come up with various tones that you may use in different scenarios.

How to Find Your Brand Voice

Establishing your brand voice is the foundation of all your communications. Your brand tones will also rely on this. Thus, your campaign materials, video, and audio advertisements must adhere to your voice.

To find your brand voice, here are tips you should consider:

Analyze Your Mission and Vision Statements

Again, brand personality should reflect your values. And where can you find your company’s core values? You can find them within your mission and vision statement.

It will help determine how your marketing efforts relate your values to your brand.

Assess Available Content and Messaging

It’s time to undertake a quick assessment if you already have material or copy that you’ve created. Take a look at your advertising strategies.

Then, take notice of any messaging or tone patterns that are consistent. Check to see if your present tone of voice reflects your brand’s beliefs and mission.

Pay great attention to the elements that have the most satisfactory results. These could tell you the most about your target audience’s preferences.

Audience Feedback

Create a simple survey to see how your audience perceives your brand if you already have an audience. It will help you gather more ideas to establish your brand voice faster.

Consistency Is Key

Establish clear guidelines for your employees to refer to while creating content. It maintains your company’s brand standard. It also ensures that every asset you develop is consistent with the brand.

Achieve consistency even if several different people are creating content for your brand.

How to Find Brand Tone

Once you have established your brand voice, it will be easier to identify your brand tone. Consider the following tips when crafting your content:

Know Your Audience

It all depends on who you’re trying to reach. You can then create a voice tone that’s appropriate and well-received by the target audience.

For example, you wouldn’t associate a humorous tone with a business-oriented company. Likewise, you wouldn’t make serious content for companies with children as its market.

Message Channel

The adoption of particular speech tones varies depending on the communication channel. Lighter and friendlier tones are more popular on social media platforms. You can apply these tones in venues such as Instagram and Twitter.

Email, phone, and online conversations, for example, need serious and heavyweight engagement. For reliable and engaging content, it’s critical to know how to use the proper tone in each medium.

Know Your Material

It covers what kind of material will communicate your tone and message. Types of communication materials include advertisement posters, TV ads, and radio ads, among others.

For instance, a radio Christmas jingle works well at grocery stores. However, it’s inappropriate for some establishments where you can only pin poster ads.

Produce the Best Radio Ad Your Brand Has Ever Had

Knowing the difference between your brand voice and brand tone is essential. But knowing how to incorporate these will produce your perfect radio advertisement!

Brand tone and voice are different, but you need both to communicate your brand’s message.

Above are the things you should note when considering radio ads as a marketing strategy. We hope this article helped you differentiate a brand voice from a brand tone.

Radio ad production may seem a little burdensome but not as hard with our guidance. Work with us! We do radio ad production, jingles for business, studio rental, graphic design, and more!

Maintaining Brand Voice In Radio Ads: Key Tips & Tricks

Maintaining Brand Voice in Radio Ads

Since the 1890s inventors and creators alike have been experimenting with the radio and how to get the best performance out of this piece of technology. In recent times, radio is used to promote advertisements.

But, building a brand voice on this medium can be tricky. For example, how can you create a script that highlights all the positives of your business and also convey empathy, connection, and understanding to your target audience? 

Well, thankfully, this article will give you everything you need to write a radio Ad that makes your brand voice shine! 

Grab a cup of coffee and let’s begin…

Tips for Nailing Your Brand Voice in Radio Ads

Before you spend hours Googling good ad examples, you should know the benefits that business radio ads can bring to your company. From raising awareness of your brand to boosting traffic to your website. 

Think of radio as your secret weapon in the modern marketing world. If done correctly, you could start seeing incredible results in no time! 

So, how do you make radio ads that fit your brand voice?

1. Write for Your Audience

Everyone knows that having a strong brand voice is one of the most important parts of any business. It can help you reach more people and build a better company reputation, especially if you are just starting out. 

So, when you’re brainstorming ideas for radio ads examples, make sure you take into consideration your target audience. You’ll have to think about all the details including language, tone, and personality. 

2. Make It Imaginative

Even though radio is about listening, that doesn’t mean that you can conjure up some imaginative visuals in your audience’s mind. Stories have the power to persuade, entice, and take someone on a journey. 

If you craft a compelling script, it can be just as convincing as watching an Oscar-nominated film. Plus, stories give you the perfect opportunity to highlight your brand voice!

3. Sympathize and Connect

Some of the most successful custom radio ads for businesses aim to sympathize with the target audience. If you show an understanding of the struggles and pain of your consumers, they will want to listen. 

Half the battle of creating the best radio ads is making the listener feel understood. Once you’ve managed to offer a solution to their problems, there is a higher chance that people will want to reach out for your services. 

Therefore, sympathizing and connecting with your audience is essential when writing the script. 

4. End With a Call-to-Action

The best content ends with a call-to-action that will direct people towards your business. In radio, it’s no different. You want to end the script with a memorable call-to-action that will drive traffic to your website. 

As the listeners will be driving you should make this part short and snappy. The more concise and clear, the better! 

5. Provide Rewards

Who doesn’t love a reward, right? Offering a free trial, a discount, or another special offer could seal the deal with your audience and motivate them to use your business. 

If you make the reward time-limited, this could encourage people to act fast and reach out quickly. A little incentive could be the finishing piece to a great radio script. 

6. Less Is More

When it comes to time, a radio ad is one of the shortest timeframes available for advertising. You only have around 30 seconds to relay information and grab the attention of your audience. 

Try not to overcomplicate your message and make it as simple as possible without losing any important meaning or information. Determine your goal and write every word towards it.

If you start feeling frustrated, just bear in mind that the ROI on radio advertising is huge, so it’s worth every minute! 

How to Keep Your Brand Voice Consistent 

Once you’ve created your brand, the next part is about keeping your message consistent. If your consumers buy into a brand, they expect it to stay the same.

The first way to keep consistency is to be clear on your mission, values, and goals. Transparency goes a long way when building a brand, so make sure your audience knows exactly who you are and what you want to achieve.

Decide What You’re Not

As well as being transparent, it’s important to determine what you don’t want to be. You can even contrast your brand against others that you want to avoid to make your message clearer. 

For example, if you’re an SEO agency, you want to provide clients with in-depth research and not fluff. So, you could write something like, “Unlike other SEO agencies, we focus on research, not fluff…” Get the picture?

Make a Brand Style Guide 

During the creation process, you should take notes of the different aspects of your brand. It’s a good idea to create a guide for copywriting, graphics, fonts, images, colors, and other branding material. 

If you have all this information in one place, it will be easy to brief your team or introduce a new client to your brand. Plus, it helps keep everything consistent. 

When you work with an agency, a style guide will be a lifesaver when you need to explain your business. If you work with Killerspots for your radio ads you will save lots of time discussing your brand voice if it’s all on paper. 

Killerspots have been creating radio ads since 1999 so they know what they’re talking about. 

Make Your Brand Voice Shine With Radio Ads

Listening to the radio when you’re driving down a long road surrounded by nature is one of the few times in life that you can relax. The last thing you want during those moments is a loud, forceful radio Ad to ruin it. 

That’s why spending time getting your brand voice the best it can be and creating a pleasant-sounding radio Ad is crucial. It could make or break the future of your business. 

Therefore, Killerspots is the only place to go for high-quality content creation that will give your listeners something wonderful to listen to. 

Ready to find out more? Get in touch today!

Top 10 Radio Ad Script Examples

radio ad script examples

While some question radio’s influence on the market, it remains a powerful communication and marketing medium. According to statistics from a recent survey, 244.5 million people listen to radio stations each month. 

Out of these, 92% listen over airwaves live while the rest use online radio. Seeing as the radio will continue to dominate the years to come, it seems automatic to advertise through the platform.

Well, not so fast because there are thousands of brands all competing for the same consumer attention. To stand out, you’ll not only need a consistent campaign but a perfect radio ad script as well.

Below is a run-down of the top radio ad script examples that produced incredible results for their companies.

1. Marmite, “The Mondays”

Adam & Eve/ DDB went over and beyond to provide one of the best radio ads of all time. The script? It was written by the two talented creatives Ben Stilitz and Colin Booth, in early 2016 before the campaign aired later that year.

Unlike most radio ad script examples, this one uniquely highlights the consumers’ problem and then presents the advertiser as an instant solution. This is all through an empathetic tone to tell the listener they’re together with them. The radio ad script example goes like this: 

“Are you having a case of the Mondays? Do you experience a once-a-week sore personality, swollen mood, or inflamed temper? The Maritime on toast for breakfast could be what you need. Its anecdotally proven to help families smash through the start of their week. To report a case of Monday’s call the Maritime helpline. Hate Mondays, Love Marmite.”

Regardless of public opinion, Marmite “The Monday’s” will go down as one of the best radio ads. Because of the excellent work, the script won the Ariel Awards for best radio ad in 2016.

2. Dove “Self Conscious”

In 2005, Dove, one of America’s pioneer personal care brands, launched a radio advertising campaign to improve how women see themselves. The results were spectacular since many women became more confident in their natural look after.

The brains behind this successful radio ad script example are Samuel Lotze and Miguel Nunes, who put it this way:

“The more someone makes you think about your body, the harder it becomes to ignore. Your tongue, for example. Normally, you hardly notice it’s there, but now I’ve mentioned it, you can feel your tongue pushing against your lower front teeth. You notice your tongue feels a little too long for your mouth, and then you constantly move it about.”

“A few seconds ago, you hardly noticed your tongue, and now you can’t stop thinking about it. Now imagine the hundreds of messages girls are exposed to daily, subtly changing how they think about their bodies.

See how you can help at Dove. Be your beautiful self.”

The sub-conscious tour of this radio, as the script takes you through, is well-thought. Plus, the call to action at the end is clear, which makes it one of the greats.

3. Radio Center “See Radio Differently”

Radio-center released the “see radio differently” campaign in 2016. Created by Yan Elliot, this radio script changed people’s perception of radio and its marketing potential.

While there have been different ads to date, all with different scripts, this is an example of the script that stood out most:

“Announcing a technological breakthrough. A marketing tool so immediate that your message could reach the nation at the speed of sound. Okay, look, it’s radio. Yes, radio. And because it’s so simple to make, you can write a brilliant ad today, record it in the morning and be on air by the evening. Don’t worry, you can still sound fussy. See radio differently at”

This is one of the high-performing radio ad scripts to date. It has everything from humor to sarcasm that brings out the fun side of the radio.

4. McDonald’s “Driver”

McDonald’s is one of the heavy radio advertising brands today, with each ad not beyond a 15-second radio script. But, in their latest radio script, by Graham Lakeland and Richard Robinson, McDonald’s use the power of curiosity in their ad.

The script goes this way: Background voice:” Okay, Sophie, if you could turn left here, please. Mirror, signal, and maneuver. Now slow down and come to a complete stop.”

Girl voice: “Is this okay?” Background voice: “Good and apply the handbrake, now window down.” McDonald’s representative: “Morning, can I take your order?” Background voice: “I’ll have a bacon roll, please.

Give in the delicious bacon roll from McDonald’s. Three rations of delicious bacon in a soft white roll with either ketchup or sauce.”

While it’s purely a promotional ad, they put it in such a way as to hook and keep your mind till the end.

5. Waitrose “We’re Leaving”

Radio advertising isn’t all about marketing. In some cases, like with Waitrose’s “We’re Leaving” campaign, it’s to send a message.

After Waitrose and Ocado ended their nine-year working relationship, Waitrose used a radio ad to inform its consumers of the break. Here’s how the 10-minute radio ad script example looked like:

“Hi Ocado, it’s Waitrose. Listen, it’s been fun, but we’re leaving, and we’re taking the Kiowa. You know, the love-life multi-seeded Kiowa and our essential extra Macheda number one fair trade coffee and dutchy organic broccoli.

We should probably throw in our avocados cherry and smoked salmon and Scottish fish fingers. Oh!, and we mustn’t forget our fresh essentials. Voicemail full.”

“On the first of September, we’re partying ways with Ocado. So if you’re looking for Waitrose branded products, the only place to find them is in our stores or”

6. 2 Hiscox Business Insurance ‘Synth’

This ad script by Alex Grieve and Adrian Rossi produced great results and was among the best in 2018. Hiscox highlighted the problems in the cyber world and how it can provide a solution for them through live tracking.

This is how the radio ad script sounds:

“Malware, phishing, identity theft. Every day, cybercrime is getting cleverer, with criminals deploying new techniques that could damage your business.  For example, this ad has been voiced by me, a professional actress, and a synthesized AI copy. Could you tell who was which?”

“At Hiscox, it’s this type of threat we make it our business to know. That’s why our Specialist Business Insurance helps you stay one step ahead of cybercrime. To find out more and to see what lines were real, go to Hiscox. Ever onwards.”

7. Morrisons “Feeding the Nation

The fourth-largest supermarket chain in the United States of America did an excellent job in reassuring all citizens during a confusing and stressful time. The script narrated how the supermarket services were to occur in chronological order.

To be precise, the radio ad script read something like:

“At Morrisons, on Tuesday the fourteenth of April, our stores will open earlier. Some days won’t change, but Monday to Saturday it’ll be 6 am – 7 am for NHS workers, 7 am – 8 pm for everyone else.

A whole extra hour! Morrisons feeding the nation. It’s more than our job. Majority of stores, check for your local hours.”

8. Disney+

As more and more people spent more time indoors, Disney took the opportunity to advocate for entertainment as a way to keep busy or distracted. Last year, this radio ad launched back in March had Disney make a big comeback in the entertainment scene.

The short adscript read: 

“Disney invites you to test your Disney and Pixar knowledge. See how many of these iconic movies you can name” (a list of movie trailers appears for you to name). Whatever your score, now you can relive those moments and discover many more. With all the best Disney and Pixar movies. All these at $5.99 a month. Disney+. 18+ subscription required T & Cs apply.”

9. Just Eat

Just Eat, the global online food delivery marketplace that connects consumers to restaurants, revamped its identity via radio advertisement. The campaign dubbed “Just Eat” was popularized by Snoop Dog doing a jingle of the slogan.

While much of the ad is a song, Snoop does an excellent job of mentioning some of the food products Just Eat deal with. For this reason, it’s one of the top radio ad script examples in 2021.

10. Government Coronavirus Message

The Federal government, through radio stations, issued public awareness campaigns throughout 2020. These carefully written ad scripts helped the nation keep up with ever-changing policies and regulations. It went like this:

“This is an important update from the government about Coronavirus. We all need to stay alert to control the virus and reduce the risk of infection. Staying late means you must stay at home as much as possible, work from home if you can.

Besides, limit contact with others. Keep your distance if you go out. Wash your hands regularly. Do not leave home if you or anyone in your house has symptoms. Stay alert. Control the virus. Save lives.”

Best Radio ad Scripts 2021

This is the list of top 10 radio ad script examples. While it’s not definitive, as others could potentially make a list as well, it summarizes which radio ads have had the most impact. 

If you’d like to book an ad slot for your campaign or just need help writing an ad script, contact us by visiting our website for more information.

10 Reasons to Advertise Your Business on the Radio

radio advertising

Do you think radio advertising is outdated? Radios have been used for personal use since the 1920s, but the radio advertising possibilities constantly evolve to keep up with technology and trends.

Radio ads are just as relevant and effective as digital marketing when used correctly. A strategically created ad can reach and resonate with your target audience, giving you a huge return on investment.

Keep reading to learn some of the many benefits of radio advertising.

1. Remote Reach

Radio makes your advertising available to consumers wherever they go. Unlike TV ads, which are limited to people who are sitting in front of a TV, your radio ads follow your target audience when they’re on the go. That versatile reach makes radio comparable to mobile ads.

People most often listen to the radio while they’re in the vehicle. That means they might hear your commercial when they’re already out and ready to shop, which could persuade them to visit your business. Radio reaches people when they’re closer to the point of sale since they’re more likely to listen when they’re away from home.

With options to listen to radio stations online, people can also hear your ads from anywhere when they listen from their mobile devices. These mobile options often make it easy to combine your radio ad with banners that listeners can easily click and reach your website or social media pages.

2. Both Wide and Targeted Audiences

Radio is the widest reaching platform for adults with 92% of Americans listening to the radio each week. TV comes in next, reaching 87% of adults with smartphones following closely at 81%. Every month, radio reaches 244.5 million adults. 

It’s also a diverse audience that listens to the radio. People of all ethnicities and ages listen to the radio, often in large numbers.

With so many people listening to the radio, it’s safe to say your company’s target audience is listening, too. When you advertise on the radio, your potential audience has a good chance of hearing about your company.

While a wide reach is good, a targeted audience is even better. Having a good idea of the type of music and the local radio stations that your audience listens to helps you choose where to place your local radio advertising.

Ad a local business, putting your ad on local radio stations helps you reach people in close physical proximity, which also helps narrow your target audience.

3. Targeted Ad Timing

Radio ad spots are available 24/7, which means you can target when your ads air based on when your audience listens. Timing your ads right can make them more effective and improve your ROI.

Daytime hours often have the highest number of listeners. However, your specific audience might stay up late or get up in the wee hours for an early-bird commute. Knowing this helps you choose those time slots to maximize reach for your specific audience.

Repeating your ads at these target times helps get potential customers to take notice. Most people need to hear your message three times before they start noticing you. They’ll like need to hear the ad even more to really remember you or go beyond just listening to take action or interact with your brand.

4. Lower Ad Avoidance

DVRs make it possible for consumers to skip TV ads easily. If they don’t, they often get up during those ad times and do other things. Online ads are easy to dismiss, block with ad-blocker programs, or skip on videos. 

Radio has a lower ad avoidance rate than many other platforms. You often have a captive audience in vehicles. Listeners can’t simply skip an ad like they can online or when watching a TV show on a DVR.

Some people might change to a different radio station, but many stick around and listen to the ads. People tend to be loyal to radio stations, waiting through the commercials for the music or talk show to resume.

5. Time-Tested Yet Modern

When creating a marketing strategy that keeps up with your modern business and target audience, you might think older methods such as radio won’t work. However, it’s time-tested longevity shows that radio advertising still works. Radios are still added to new vehicles, and people are still listening, which means this proven advertising method is still relevant.

Despite its long history, radio advertising isn’t stuck in the past. New research and technology makes it possible to create radio ads that are relevant and engaging to your modern audience. Online streaming options for radio stations also keep this platform current and relevant.

6. Creative, Memorable Options

How many business jingles do you find yourself singing randomly? Audio advertisements, when produced well, can be very powerful and memorable.

These ear worms keep your audience thinking about your business long after they hear your radio spot. Someone who hears your ad might not need your services or products immediately. However, if they do encounter a situation that matches your business offerings, recalling that catchy radio ad could encourage them to reach out to you.

Advertising on the radio gives you a wide range of creative options. First up, you can decide if you want to go the humorous route, get sentimental with listeners, or make a dramatic point based on what you’re trying to do and what feelings you want to evoke.

Audio options can include voices, music, and sound effects to guide listeners. Various voice actors, or even your own staff, can provide a voice that appeals to your target audience and helps set the tone.

Radio stations often offer other opportunities for advertising your business as well. Endorsement ads are paid endorsements where radio personalities talk about your business. Since many people listen to radio stations loyally due to trusting their favorite radio personalities, they might pay more attention to those ads.

7. Theater of Mind Effect

A great radio ad uses what’s often referred to as theater of mind. Because radio ads are heard and not seen, listeners have to use their imaginations to create pictures in their minds based on what they hear. All other ad types have a visual component that spoon feeds the message and doesn’t require users to engage their brains as much.

This actively engages the listener with your ad. When someone hears your ad, they’re thinking about what they’re hearing instead of just staring at a screen. That engagement can make the ads more memorable and appealing to listeners.

8. Personal Experience

It might seem difficult to connect to potential customers via radio ads. After all, listeners simply hear an ad you recorded previously.

But a well-crafted ad helps develop brand awareness and helps listeners feel connected to you. That’s especially true if your voice is heard in the ad. Your radio ad is your chance to express your branding, share your values, and help listeners get to know your brand.

You can also add an emotional side to your radio ad to get listeners personally invested. It’s much easier to convey that emotional feeling with sound than it is with a print ad or online ad that has no audio or video.

9. Quick Turnaround and Cost Effective

Creating radio advertising is relatively quick compared to producing a TV commercial. It’s often much easier to record and edit the audio than it is with video, which means your ad is ready to go much faster. Once produced, you can often get it onto the radio with days.

Radio advertising costs are also budget-friendly compared to some other options. A local radio ad can cost anywhere from $200 to $5,000 weekly. The exact cost depends largely on where you are with larger cities costing significantly more than smaller markets. 

The cost is usually calculated based on a CPM rate, or the cost per 1,000 people listening. That rate is multiplied by the number of people listening to determine the total cost of the spot.

Some radio stations offer per-spot pricing, which means you’ll pay less for times when not as many people listen. This can make your radio advertising costs lower.

Since marketing is an investment, it’s important to look not only at the cost but also at the return on investment. Studies show that on average, every dollar spent on radio advertising yields $12 in sales.

10. Compatible With Social Media

The great thing about most advertising methods is you don’t have to use them in a vacuum. It doesn’t have to be radio or social media; radio or print ads; radio or TV spots. Depending on your marketing budget, you can and should incorporate multiple advertising avenues to expand your reach.

Radio might not seem compatible with social media, but you can easily use the two methods to promote one another. By combining radio and social media, you can meet people where they are and give them options that fit how they prefer to interact.

Some radio advertising examples that incorporate social media include promoting your social media accounts in your ads or hosting a social media contest that you encourage people to enter via radio ads. 

You can also go the other way, promoting your radio ads through social media. Include the audio of your radio ad on your social media accounts, for example.

Take Advantage of Radio Advertising

If you’re still waiting to jump on radio advertising, stop waiting. Creating a radio ad can expand your current marketing plan with a broad reach, boosted brand awareness, excellent ROI, and many other benefits.

Not sure how to get started? Instead of searching for radio advertising near me and taking your chances, contact us to get a quote. We can help with a variety of marketing services, from radio ad production and video production to social media marketing and SEO.

8 Common Radio Ad Mistakes and How to Avoid Them

radio ad mistakes

More than 90 percent of American adults still listen to the radio on a weekly basis. That’s a lot of ears for a business to be missing out on.

As the numbers show, radio is a powerful tool for reaching listeners. Whether a business wants to reach listeners countrywide or prefers a more local approach, radio could be the right tool.

That said, some business owners have discounted radio as an effective advertising tool for their organizations. That could be because they’ve made some radio ad mistakes with previous campaigns.

To be successful, advertisers should watch out for these eight common pitfalls. This guide can help the savvy advertiser not only avoid them but build a better campaign too.

1. Talking in Cliches

One of the most common radio ad mistakes is using clichés in the ad copy. Almost nothing gets listeners to tune out faster than turns of phrase they’ve heard dozens of times.

Why are so clichés so ineffective? They’re common phrases that many other radio advertisers are drawing on too. When all used car lots are advertising themselves as “the #1 choice to get a car!”, the words stop having meaning. If everyone is the top pick, how are listeners supposed to choose?

The same is true of many other common phrases:

  • “We won’t be undersold”
  • “#1 in Customer Service!”
  • “Storewide savings”

The best bet here is to avoid these phrases altogether. Is there another, better way to say that customers can get great service?

Avoiding clichés helps a business stand out. Listeners perk up when they hear something different. The uniqueness of the phrasing is more likely to stick with them.

As an added bonus, the advertiser now sounds different than their competitors. They stand out, which makes them more memorable. The next time a customer is looking for a service or product, they’re likely to look up this business.

2. Too Much or Complex Information

Another very common misstep with radio advertising is trying to cram in every minor detail. A 30-second spot may seem like a lot of time, but trying to list every single product that’s on sale is probably a poor tactic.

Complex information is also a problem. Keep in mind that people are listening to the radio, which means they have to retain information in their heads. They may not have a pen and paper handy to jot something down.

What’s a radio advertiser to do? Focus on the highlights. What are the best deals in the store right now?

Highlight a couple of products or deals, then entice the listener to get in touch or pop into the shop to check out more great savings.

If there are complex details, like legal copy, it might help to consider a line like “see store for details” or “visit us online for full contest rules.” That offloads the work the ad has to do, and it makes it easier for potential customers to remember.

What about details like contact information or driving directions? Again, simplifying is the best bet. Try to think of the easiest way to describe directions to the business location.

If that can’t be done, directing listeners to another resource, like a website, could be a good option. This may be especially helpful if the business has several locations. It allows people to find the location nearest to them.

3. Radio Ad Mistakes with Airtime

Many radio advertising campaigns also make mistakes with airtime. There are a few different factors to consider in this arena.

Many advertisers think they need to get their ads on during what’s known as “drive time.” This window usually includes the morning and afternoon commutes, when people are most likely to be in their cars. They’re typically listening to the radio.

The problem is that radio stations will usually charge a premium for what’s considered “prime time” in the industry. Advertisers will pay more to get one of these slots.

Research indicates this may not always be the right choice. Running an ad at an off-peak time could be just as effective, if not more effective. Many people who are listening during drive time also listen at other times of day.

Some groups may not listen during drive time at all. Retired people may not have a commute, so they may be listening at off-peak hours in the morning or early afternoon.

Office workers may actually listen to the radio all day, and many stores and professional offices have the radio on to entertain clients.

Another common issue is ad frequency. Even if an advertiser chooses an effective slot, they may decide only to run their ad at one time in the morning. They might also not run the ad campaign long enough.

The end result is that the listener doesn’t hear the ad often enough to take action. As a general rule of thumb, a listener needs to hear an ad at least a few times per day over a couple days. If a business only runs their campaign for one week with one slot per day, even listeners who tune in every day may not hear the ad enough to act.

4. Using the Wrong Budget

Budget is a big concern when it comes to radio advertising. Using the wrong budget can cause problems for a campaign. Too small a budget may mean an advertiser runs a shorter campaign, which can lead to ineffectiveness.

There’s also a question of how to spend the budget. Many advertisers make the mistake of overspending on drive-time ads, as mentioned. Effective ad spend, though, might mean choosing slots outside the premium times.

In turn, the budget can go farther. That may mean advertisers can keep the campaign running longer, while also optimizing ad spend and improving returns.

5. Not Knowing the Audience

Another very common stumbling block with radio advertising is not knowing the audience. This can factor into choosing the wrong time slots, but it can also mean making mistakes like choosing the wrong stations altogether.

Advertisers should always consider their customer personas. Who actually buys this product or this service? Who is this ad trying to reach?

If a dentist’s office is trying to advertise a deal on dentures, choosing the local pop station playing all the latest hits may not be the right choice. Just as the audience might be older people listening outside “drive time,” they might also be listening to a different channel altogether.

6. Overwhelming Listeners with Numbers

Advertisers often have lots of numbers they want to include in their radio spots. Think price lists, phone numbers, or discounts.

Yet including too many numbers can make the ad overwhelming for listeners.

Why? Remember that most people are listening and don’t have a handy place to take down information. They might be driving or away from their desks.

That means they need to keep all the information they hear in the ad in their short-term memory. If they hear too many numbers, they may mix them up or get confused. When they try to call the business later, they find they have the wrong number.

Stick to fewer numbers whenever possible. Instead of advertising every individual price, include a range or “starting at.” Repeat the same numbers to help listeners remember them.

7. Falling Short of Amusing

Many advertisers wonder what types of ads are most engaging for radio listeners. Lots of people assume humorous ads get the best results.

It’s true that an amusing ad is likely to bring a smile to a listener’s face, and they’re likely to remember it. Many advertisers try too hard to be funny or quirky, though. The result often falls flat.

Trying too hard to be amusing can be more annoying than anything. It may have listeners reaching for the dial and switching stations.

It can also work against delivering important information in a clear way that’s easy to remember. If the ad isn’t amusing in a naturalistic way, it might be better to try a different angle. In fact, ads that pull off “funny” or “amusing” are few and far between, but plenty of radio spots are successful anyway.

8. Not Working with the Professionals

Perhaps the biggest mistake in any radio ad strategy is not working with the professionals. Many business owners decide to go it alone for a number of reasons.

One may be that they think it will cost too much to hire a script writer, head to a recording studio, or hire a voice-over artist.

The result may be an ad that doesn’t sound natural. The script might be clunky or fail to deliver key information.

Even deciding not to work with an agency to get the right placements or develop campaign strategy can be a big misstep. It leads to misspent budgets, ineffective placements, and ads that don’t perform.

Instead, look to get the professionals on the ad team. With their help, better ads and improved performance are guaranteed.

Radio Can Work for Any Business

Radio ad mistakes like these can really trip up a business strategy. By working to avoid them, advertisers can create more successful campaigns.

Radio is a tool that can work for businesses of every size, all across America. Get in touch with an expert team now and discover the difference a great radio ad campaign can make.