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Bob Leighton: "Outside the Commercial Break"

    • 1361 posts
    January 25, 2018 10:11 PM PST

    Thanks to RSC member Matt Cundill for sharing Bob Leighton's recent blog post, A Breakdown of Local Radio Advertising Costs.

    In this post, Bob offers non-spot, or at least non-standard advertising opportunities on radio:

    OUTSIDE THE COMMERCIAL BREAK
    Another important factor to consider when budgeting for radio advertising is all options available for promotion outside the commercial break. In today’s radio world, there is so much more value on a whole when it comes to marketing on behalf of a local brand or business. Advertising is not limited to the standard :30 and :60 commercial breaks in between songs or host segments. There are other opportunities for advertising that can look like:

    • Sponsorships of contests
    • Weather-related or school-closing news
    • Sports segments
    • Station or studio names
    • High Impact Plan (HIP) for commercial breaks
    • Deal of the days
    • Giveaways
    • Station promotions

    So even if your company isn’t utilizing a standard radio advertising commercial spot to promote your business or service, there are endless ways a radio marketing plan can increase visibility and raise awareness of your brand

    What are your favorite non-spot offerings to advertisers?