How long does a radio spot last?
This question is relatively easy to answer.
Depending on the channel you choose for your ad campaign, you can buy ads that last 15, 30, or 60 seconds.
Some stations also offer “mentions,” where a presenter references your business at some point during a show or playlist.
The real question is for how long should be a radio spot to get the best results?
Although today’s businesses and business leaders have a variety of advertising channels at their disposal, radio is still a great way to connect with your audience.
Because 92 percent of Americans still listen to the radio regularly.
Getting the most out of your radio commercial, however, takes more than just cultivating the best message.
The length must also be right.
If you ramble on for too long, you risk your audience changing channels. Make your ad too short and you might not be giving your customers the information they need to take action.
So what is the perfect length?
What to consider when choosing a radio commercial
As mentioned above, the radio advertising “segments” offered by broadcasters can vary depending on the channel you choose to work with.
For example, some channels only offer 30 or 60 second ads, while others allow you to use 10 or 15 second ads.
The ideal length of a radio commercial depends on a number of factors.
Before choosing the ideal segment, consider the following.
pricing
Until 2005, most radio ad slots were priced exactly the same, regardless of length. Areas were delivered on an inventory-based system.
Most companies opted for 60-second ads (the longest option) to get the most bang for their buck.
In 2005, however, Clear Channel Communications transformed the radio advertising landscape by introducing new tiered price lists that accounted for length of advertising.
If you’re on a budget, choosing a shorter ad and showing it multiple times throughout the day can yield better results than paying for a single, long ad.
demographics
When creating a marketing campaign, it always pays to consider your audience’s preferences.
While the average human attention span is around eight seconds, some generations listen to advertisements longer than others.
For example, according to one study, shorter commercials generally lead to higher recall among younger customers (between the ages of 23 and 24).
However, older customers who want to learn more about your product may be willing to stay longer.
The message
One of the most important things to consider when choosing the right length for a radio commercial is what you are going to say in your commercial.
Ultimately, the most effective metric for any radio ad is the time it takes to get your message across. So while brevity is important, you also need to make sure you are providing all the right information to your customers.
If you need to share important details about an upcoming sale or event and can’t provide all the information your customers need in 10 seconds, you may need to choose a longer ad space.
Don’t squeeze 60 seconds of information into 15 seconds, or your ad won’t deliver the right message.
The Best Length for Radio Ads: Your Options
Once you have these three factors in mind, you’ll find that determining the length of your radio commercial is a lot easier.
While there’s no one-size-fits-all strategy for choosing the right length, most experts agree that when it comes to radio advertising, shorter is often better.
Customers listen to the radio to keep up with the news, listen to music, and seek entertainment. The longer they are forced to listen to commercials, the more likely they are to change channels.
Here are some quick guides to when and what standard ad length makes sense.
15 Second Ad
10- or 15-second ads are generally best when you want to share a short, simple message.
If you just want to let your audience know they can save money on your summer sale, it probably doesn’t take you a full 60 seconds.
If you can highlight the value of your offer, show your company’s personality and generally increase engagement in 15 seconds, use the smaller slot.
Paying for a smaller segment on a radio channel also means you have more budget to spare. You can pay to have your ad repeated multiple times throughout the day.
You can also combine your radio advertising strategy with other advertising methods such as social media, email, and online content marketing.
30 second ads
The 30-second ad is often a good middle ground for companies that have too much to say to fit a 15-second slot but don’t want to bore their listeners.
If your business exists in a relatively well-understood market and your offering doesn’t require much explanation, you can still draw significant attention to the values you offer in 30 seconds.
If you currently have a 60-second ad script but worry it’s going on too long, look for ways to shorten the message.
Remove unnecessary words and statements and focus on making bold, exciting statements.
60 second ads
As the longest ad space offered by most radio stations, the 60-second ad is often the most expensive and can be riskier than other options.
Many consumers won’t be willing to listen to 60 second commercials, so you have to work hard to make sure you’re engaging with your audience.
62 second ads work best when you need to send a complex message.
If you need to explain something important, introduce a new brand or product that customers might not understand, or share important details like facts and figures, 60 seconds might be a good option.
The key to success with 60 second ads is making sure each second is as captivating as the next. Use emotional and powerful language to get your customers to listen.
Choosing the best ad length
There is no one-size-fits-all strategy for choosing the best length for your radio ad. The right approach for you depends on your audience, your budget, and what you have to say.
Ultimately, the best length for your radio spot is the time it takes to get your message across effectively and as quickly as possible. So keep it short and simple, but make sure you don’t miss anything.
