The Radio Advertising Bureau (RAB) fields questions daily regarding research, best practices, promotional ideas, and more. One of the most frequently asked questions is, “How many ads should I run per week?” The answer always starts with, “That depends. What is your goal?”
Key takeaways:
- The number of ads needed for minimum (very light), maintenance (light), high impact (medium), and launch (heavy) campaigns vary based on radio programming format.
- Agencies and radio sellers dramatically underestimate the number of ads needed to reach two-thirds (high impact/medium schedule) or 78% of a radio station’s audience (launch/heavy schedule).
- The very successful Wizards of Ads ad agency recommends the high impact/medium schedule: weekly reach of two-thirds of a station’s audience exposed an average of three times, run for 52-weeks.
- Media Monitors: Only a small fraction of American AM/FM radio schedules achieves launch/heavy or high impact/medium reach levels while the vast majority of weekly radio station campaigns are minimum/very light.
- iHeartMedia attribution study: As the number of daily AM/FM radio ads increases, auto dealer website traffic lift surges. Campaigns with AM/FM radio ads in all days and dayparts generate stronger results.
- Advertising is not “one size fits all”: Understanding the campaign goal is crucial to determining the right AM/FM radio media plan. Click here to view the full post on the blog.
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