“How much does a radio advert cost?” It’s the first thing most business owners ask us, and the honest answer is: it depends on what you want the campaign to do.
A one-week push for a restaurant opening and a three-month campaign for an estate agent are very different things, so we don’t have one price list. Instead, here’s what actually decides the cost of radio advertising on the Costa del Sol, so you know what to think about before you ask for a quote.
1. How long the campaign runs
Campaigns come in two broad shapes.
Short campaigns, one or two weeks, play your ad often in a short space of time. They suit something with a date on it: an opening, an event, a sale, a seasonal offer.
Longer campaigns, from a month to three months or more, play your ad steadily over time. That’s how people start to recognise your name and remember it when they need what you sell. If you’re building a brand rather than filling one weekend, this is usually where the value is.
2. How many times your ad plays
The number of spots, meaning how many times your ad goes out, is the biggest single factor in the price. More plays cost more, but they also do more. One play is easily missed. Hearing the same ad several times over a few days is what makes it stick.
Part of our job is finding the balance: enough plays to be remembered, without paying for more than your business needs.
3. Making the ad
A good radio ad needs a script, a voice, music and a proper studio mix. Production is priced separately from the airtime. You can bring a finished ad if you already have one, or we can write and produce it for you.
It’s worth budgeting for. A clear, well-made ad will work harder for every euro of airtime you buy than a rushed one. Our post on types of radio advertising has a few ideas on what makes a good one.
4. What kind of advertising you choose
Classic spots aren’t the only option. You can sponsor a show, with your name on the intros, outros and top-of-the-hour mentions. You can tell your story in a Chilli Chair interview, or add a Spotlight page and website banners. Each is priced differently, and many campaigns mix two or three.
5. The time of year
Summer, Easter and Christmas are when the coast is busiest and when many businesses want to be on air. If your business isn’t tied to those weeks, a campaign in a quieter month means fewer other ads around yours, so it’s worth asking what’s possible.
6. Your budget
This one sounds obvious, but it helps a lot to have a monthly figure in mind before you talk to us. It doesn’t have to be big. Once we know what you’re comfortable spending, we can shape the campaign around it instead of the other way round.
How to get a price
Every campaign we run is put together for the business in question, so the quickest way to a real number is to tell us about yours. Fill in the short form on our advertising page: what you do, who your customers are, how long you’d like to be on air and your monthly budget. We’ll come back with ideas, the formats that fit and a quote.
Prefer to talk it through? Call us on +34 951 404 007 or send us a WhatsApp.
