Wednesday, August 31, 2011

Direct Response Radio Rates – DR Radio Basics

Learn all about Direct Response Radio Rates – right here! Since 1992, I have been active in the Direct Response Industry, primarily in TV. But back in the late 1970’s and 1980’s, I cut my teeth buying local spot radio across many stations and many formats. You could say – I’ve been around the block a few times. In the last several years DR Radio has grown steadily with the explosion of cell phone use. Oh my God….Just take a look around you, no one is watching the road when they drive – they are all talking, texting and searching on their mobile devices!

DR Radio or Direct Response Radio offers marketers another channel to reach customers. And radio reach is expanding with numbers starting to come in for streaming listeners who are getting radio from their computers and mobile devices. The world of media is changing and you better keep up with it.

So how does a marketer make radio work? Like DRTV, if you pay too much or your CPM (Cost Per Thousand Impressions) is too high, your offer will not pay out. A seasoned Radio Media Buyer should have a robust history of stations that can offer low remnant rates and have worked for other offers. For example, we are negotiating with several CBS owned stations in large markets. Some laugh at our offers while others have open inventory and are happy a busy DR Agency has called with advertising dollars to spend.

Some examples of some sweet local deals recently:

- Sports station playing Dodger games at $10 per 60 second spot…plus bonus spots!

- Talk station in Philly with national personality at $25 per 60 second spot.

- Classic hits station in Atlanta with huge reach at $25 per 60 second spot.

- News/talk station in top 10 DMA at $6 per spot.

- We only buy Radio Prime time – Monday-Friday 7A-7P.

- No overnights or evenings which are dead times in radio.

Remnant Radio is also available on a National basis through nationally distributed networks that carry conservative talk like Rush Limbaugh, Sean Hannity, and Laura Ingraham and music shows that appeal to different demographics like John Tesh. Buying these shows at remnant rates which can be as much as 75% lower than rate card is the way to make national radio pay off. Check back here frequently for the latest information on DRTV and DR Radio.

1 comment:

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