Strategies for Successfully Advertising in Local Audio

Strategies for Successfully Advertising in Local Audio

Westwood a

With the shift of viewers to ad-free video platforms, local advertisers are turning to audio to grow their brands and drive sales. This week’s Westwood One Audio Active Group blog describes five strategies to help create a successful local audio plan.

1. Allocate the budget based on how people use audio: A well-balanced audio campaign spends 63% of the budget on live AM / FM radio and 11% on AM / FM radio broadcasting. 26% of the budget goes to a combination of pureplay streaming and podcasting.

2. Determine the monthly campaign goal (minimum, maintenance, high impact, or launch / grand opening) and budget accordingly: to determine the monthly budget, multiply the market cost per point by the GRP levels. In a market with a cost of $ 10 per point, the minimum monthly campaign would be $ 2,000. The official opening campaign would be $ 5,000 per month.

3. Align impressions and media weight with tuning by time period to get the greatest possible reach from the campaign: According to Nielsen, 60% of AM / FM tuning takes place outside the commute morning and afternoon. Distribute the weight of the support on every day and every day. About a quarter of the media weight is expected to run by midday. Place 20% of the budget respectively in weekends, mornings and afternoons. 8% go to nights and 5% to overnight stays.

4. Find the Right Audience with AM / FM Radio Programming Formats: While the audience mix for TV shows can vary widely, AM / FM radio station programming formats are very consistent and appeal to the same audience. 24 hours a day. Find AM / FM radio programming formats that match your target using either median age, total reach, gender asymmetry, presence of children or household size.

5. Based on the marketing goal, determine the weekly number of commercials to air on a station from four types of grids (very light, light, medium or heavy): a very light grid reaches one-third of the grid. audience of one station and average of 1.4 times. Light programming twice reaches half of a station’s audience. An average grid reaches three times two-thirds of a station’s audience. A loaded grid reaches 78% of a station’s audience 4.3 times.

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