Radio advertising rates

May 9, 2005 11:53 AM

How much does it cost to advertise on a medium-size radio station in a major market?

Can someone give me at least a ballpark per-minute price for advertisements? I know there are lots of variables (time of day, number of ads purchased), but I need a starting point. Also, is there some online source that can tell me the rates charged by a specific radio station? (I can't just call and ask for a rate card.)

posted by sixpack to Media & Arts (2 answers total)

I work for a radio station in San Francisco. Rate varies a great deal, rates are based on ratings, demographics, daypart and sell-out status (mornings are generally most expensive.) Spots can be anywhere from $50 - $750 or more for 60 seconds depending on all the variables. If you're looking for a Top 20 rated station in San Francisco, you can guesstimate an average of about $300-500 for a 60 second spot, more for a Top 10 and more for a Top 5. I don't know about other markets, but we're #4 in the country. You can also choose a station based on their primary target audience and get good exposure and a good rate on a lower rated station. Advertising to your desired demographic is the key to spending your money wisely. Stations don't usually post their rates because of all the variables and because there is so much competition for advertisers. Not everyone has a rate card, but if you have an idea when you want to advertise you can certainly call up and get rates. You can also go to a station with your budget and have them build a campaign that works for you within your means.
posted by Woolcott'sKindredGal at 12:24 PM on May 9, 2005

Actually, you can just call and ask for a ratecard--you'll have to listen to a sales pitch tho, probably, and give info about your business, and get annoying followup calls.

most small independent stations should have info like this online too
posted by amberglow at 4:51 PM on May 9, 2005