In commercial broadcasting there are fees that need to be paid in order for the ad to be heard by the listeners and it comes at a price. The cost of radio adverting depends on the radio station, the number of listeners determine the cost of advertising. Advertisements tend to choose stations that have the highest concentration of target audience then the most popular stations. The length of the ad also adds to the financial aspect of the cost, the longer the add the more expensive it is. However most radio ads last around 30 seconds, but 10 second ads are half the price of the 30 second ones. The time of day is another factor that adds to the cost, the most desirable time are early morning hours or late afternoon which is due to people listening to the radio most at these times. By using these slots more of the audience is reached and so are the most expensive. Alot of advertisements are advised not to advise on te radio for less the 4 weeks unless its a highly intensive campaign.
Radio stations are flexible with what advertising options they have e.g. one can oftern sponser certain shows or features or even run competitions on the air. Developing the as should not cost more than 10% of ones budget which is around £250 for small stations and £2,000 for some of the most popular stations. These fees include script writing, actors speaking, music or sound effects. However if you want to use a popular song it can cost up to £25,000 in licensing fees.
This is an example of a rate card that used to tell radio advertisers how much it will be broadcast their advert at certain times of the day.
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