Choosing Your Radio Spots

The best spot is typically the first or second commercial that airs during a commercial break because the audience remembers them best. Beyond that, they tend to tune out the commercials.

Best times of the day are often mornings and evenings during the daily commute to work. Also, depending on what area you are targeting, there are months that are better than others. While most people shy away from the slower times, guerrilla marketers often use those times to capitalize. While buying radio spots during the best months and times can be an effective strategy, so can purchasing spots that are during slow times because you can take advantage of discounts and special rates. Radio costs are never set in stone, and especially during slow times, sales reps are willing to negotiate.
Your pricing is also determined by the length of your commercial spots. While 60-second spots are most common, guerrilla marketers often go with 30-second spots because they save money that way.
When evaluating price, there are three factors you should consider: Cost per Point (CPP), reach and frequency. CPP is how radio spot pricing is calculated, and it is the number that determines what it will cost you to reach 1% of your target audience. Reach is the number of people that will hear your commercial. Frequency is the average number of times your target audience will actually hear your message. The rule of thumb is to buy enough frequency so that your commercial will be heard at least several times.