We are in the process of starting an internet radio station and we will offer eventually ad spots of 10-15 seconds to those that feel they want to advertise their businesses as radio station partners with us. We are in northern GA and I know that rates go all over the place. This is not a money making enterprise more like a station serving the community with announcements and great deep rock tracks.
How much should we charge per spot?
You might consider starting with a lower price until you get your first few sponsorships. For example, you might consider spots that cost as low as $1-$5 each. Then once your schedule begins to fill up, you can gradually increase your rates. (I’ve attached a few articles to help you see what businesses are looking for in radio advertising.)
However, most stations charge for a package, say 30 spots (one per day) for $300. Or they let a sponsor pay to sponsor a segment or show. For example “This hour of Love Rocks is sponsored by xyz, abc and 123” — each ‘sponsor’ pays a fixed rate, say $200 a month to sponsor just that show. The number of sponsors is limited.
When I did radio advertising, most businesses wanted 30 – 60 second spots. (60 second spots are pretty boring, so I don’t recommend going over 30 or 45.) However, you can probably get by with 10-15 second sponsorship mentions, which is what I would do as you can put four 15-second spots into a 60-second rotation.
I recommend you start by developing a sponsorship rate sheet, and then shop it around. Actual customers will very quickly give you feedback on whether your prices are on track.
Laura, Staff Writer