Westwood One Blog: How Many Ads Should A Radio Station Run To Get Results?

Asks How Many Ads Should A Radio Station Run

WESTWOOD ONE and the RADIO ADVERTISING BUREAU have partnered to determine and set guidelines based on four campaign goals, ranging from a 34% reach to a 78% reach of a station’s audience, to answer the question, “How many ads should I run per week?”

The findings were released on the WESTWOOD ONE blog, along with best practices and recommendations for media planning. 

Here are some of the key findings:

• Perception: Agencies and AM/FM radio sellers align on the number of ads needed for light schedules but underestimate the numbers of ads needed for medium and heavy campaigns 
  • Using reach and frequency data, calculating turnover, and understanding differences in AM/FM radio programming formats, the number of ads in the schedule can optimized for maximum impact 
• Media Monitors: Only a small fraction of U.S. AM/FM radio schedules achieves heavy or medium reach levels while the vast majority of weekly radio station campaigns are very light 
• NAB and COLEMAN INSIGHTS reveal advertisers running heavy AM/FM radio schedules are twice as likely to report excellent results.
• Best practice: Campaigns with AM/FM radio ads in all days and dayparts generate stronger results 
• LeadsRx/iHEARTMEDIA: As the number of daily AM/FM radio ads increases, auto dealer website traffic lift surges 
• Advertising is not “one size fits all”: Understanding the campaign goal is crucial to determining a correct AM/FM radio plan strategy and as important as the message itself 

« see more Net News