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Buying Radio, Page 5

 Length

Most radio ads are :10, :15, :30 or :60 in length, although stations seeking to keep today's audience tuned in are experimenting with shorter ads - ask your advertising rep what is available.

We are comfortable listening to 150-160 words a minute. Radio spot lengths may vary considerably, however, depending on sound effects and the pace of the spot. What follows are some rules of thumb for writing radio copy:

:10 (10 seconds)

  • The :10 spot is usually available on public radio and for traffic reports on commercial stations.
  • The :10 spot is generally 18-22 words =approximately 2 lines in 12 point Times Roman font.

:15 (15 seconds)

  • The :15 radio ad is often available on many stations.
  • The :15 spot is generally 35-40 words=approximately 4 lines in 12 point Times Roman font.

:30 (30 seconds)

  • The :30 radio ad is commonly heard on most stations.
  • The :30 spot is generally 70-80 words = approximately 8 lines in 12 point Times Roman font.

:60 (60 seconds)

  • The :60 radio ad is commonly heard on most stations.
  • The :60 ad is generally 145-160 words=16 lines in 12 point Times Roman Font.

" Blink" ads

With the length of radio ads on the decrease as part of the effort by stations to keep listeners tuned in, the "blink ad" has been introduced on by Clear Channel radio. This is a two-second ad that contains a couple of words voiced by a recognizable character like Homer Simpson. To be effective, this type of ad should be used to reinforce a campaign for a business which already enjoys Top of Mind brand recognition.

Tip

Listeners call the station often to ask about an ad they heard. Take time to introduce yourself to the station receptionist. Be sure the receptionist knows who you are, what your business is advertising and how to reach you when listeners call.

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