Commercial radio stations make most of their revenue selling “airtime” to advertisers. Radio advertisements or “spots” are available when a business or service provides valuable consideration, usually cash, in exchange for the station airing their spot or mentioning them on air, therefore directly connecting their brand to their specific radio station.
They have a broad range of choices when it comes to the type and length of radio commercial message they air. With changes in the radio industry and better production technologies, the mode of commercial presentation has changed, and commercial advertisements can take on a wide range of forms. The two primary types of radio ads are “live reads” and produced “spots”.
‘Live reads’ refers to when a DJ reads an advertiser’s spot on the air, delivered from a fact sheet or from personal knowledge. It can also refer to when the DJ “endorses” the advertiser’s goods or services. The Radio Advertising Bureau defines an endorsement as: “A commercial in which the…program personality personally recommends an advertiser's product or service, often done live during the program.” Produced spots appear to be more common.
A spot is ‘produced’ if the radio station or an advertising agency creates it for the client. Produced commercial formats include: straight read with sound effects/music in the background, dialogue, voiced by two or more personalities, monologue (where the voice talent portrays a character, as opposed to an announcer), and jingles. Studies show that the quality of the commercials is as important to listeners, generally, as the number of ads they hear. This is the advert I would be producing if I made a radio advert instead of a web pop-up. I will need to work with sound and music, and creatively make the product message stand out.
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