TOP 10 MUST KNOW RADIO ADVERTISING TERMS
In order to fit into a particular industry, one has got to understand the industry’s jargon. This phenomenon does not come across as any different when it comes to Radio Advertising. Usually, this jargon serves as the language of communication between workers within that particular industry. Therefore, anybody who does not understand this language would automatically get identified as an outsider.
Advertisers, therefore, need to have a knowledge of Radio Advertising terms in order to sufficiently cope in the Advertising business. Understanding these terms help the advertiser flow with radio workers and create a stronger bond. Furthermore, no gap in communication would crop up at any point in time as long as the advertiser stays current. In fact, understanding the trends in this industry stems from a perfect knowledge of the terms. The top 10 must know radio advertising terms for advertisers include:
1. Average (Quarter-Hour) Audience
This number refers to the entire number of people listening in a quarter-hour period of time at any point. Similarly, this quarter-hour period could be determined at any particular time period within a day. For instance, if 20,000 people listen between 9 a.m and 9:15 a.m, then 30,000 between 9:15 a.m and 9:30 a.m. The average would simply be 25,000 people which implies 20,000 + 30,000 divided by 2.
2. Station Share
This refers to the percentage of the entire listeners at a particular period of time that radio has. This takes into account the total number of listeners at a specific time period. Take for instance a radio with station share of 20%. This implies that of everybody listening to the radio at that point, your station has 20% of total listeners tuned in. In terms of figures, if total listeners= 50,000 and your audience= 10,000, then you have got 20 percent.
3. Run of Schedule
When a station can run an advertisement at any point along the advertising schedule. This implies that the radio could run an advert at any time it wishes to. This form of agreement simply gifts the radio the freedom to decide when to play an advertiser’s message. Furthermore, the radio would reserve the right to play the ad at any time it wants to.
4. Audience Composition
This simply refers to the type of people listening to the radio program(s). Similarly, this takes into account the breakdown of the demographics of the listeners. Determining these demographics remains an essential factor that advertisers themselves take into account. For instance, the listeners could have a college education, have kids and work full-time. This would determine the type of advertisement aimed at them.
5. Billboards
Unlike outdoor advertising, the term “billboards” does not refer to large boards on the road. This simply refers to one of the terms used in the radio advertising industry. When advertisers request “billboards”, they usually want their names mentioned. This majorly works in relation to a particular segment or program sponsored by the advertiser. When the advertiser calls “billboards”, he wants his name mentioned and recognized as the program sponsor.
6. Cume Persons
One very vital statistic to be determined remains the cume people. This refers to the number of people listening to a particular radio station for up to five minutes consecutively. This statistic is usually gotten in relation to a particular day part. Also, it covers the number of people listening for more than five minutes.
7. Effective Reach
This figure remains of very great importance to advertisers. They make use of this particular figure among others in estimating the number of future sales. This figure helps you determine the average number of people who would hear your advertisement at least three times. This number of listenings could be spread through the entire advertisement campaign.
8. Best Time Available
Advertisers love to canvass for the best time in order to get a massive audience listening. Therefore, the best time available refers to when commercials are booked for broadcast within the best time slots available. Advertisers believe that capturing such priced spots would effectively boost publicity and go a long way in boosting sales.
9. Donut
Unlike the first thought that comes to mind, this does not refer to a snack. A donut commercial refers to one that has similar content at the beginning and end of the commercial. However, the content gets modified at the middle or at a hole in the center.
10. Dayparts
This simply refers to a breakdown of the station’s schedule. Studying this breakdown helps advertisers select the time slot they prefer to air their ads. Furthermore, advertisers get slots such as ”early morning” or ”afternoon” from which they can make a choice.
In summary, these terms remain of utmost importance in order to keep up with the speed in radio advertising. Furthermore, knowledge of these terms would help you relate better with radio station personnel and staff. Doing this would, in turn, boost your proficiency in radio advertising.