When it comes to pricing for radio commercials, our auction will save small businesses 95-50% off the average local CPM pricing for buying radio advertising in that specific city/market. If you want to buy a 1500-sq. ft. “house” in downtown San Francisco and you only have the budget for a $9K trailer home in the desert outside Yuma, AZ, then you must be very confused about basic real estate costs. Our auction cannot make NYC radio spots cost the same as radio commercials in Montana; the local baseline is the market baseline.
The proprietary document shown below took us over 7 years and 200 combined man-hours worth of research to build. It is not a sales document for our company; it was created as free information to help small businesses.
Download the Microsoft Excel TV and radio advertising monthly budget range document here: http://www.wholesaleairtimeauction.com/blog/wp-content/uploads/2014/09/TV-Radio-Commercials-Monthly-Budgets-Internet-Commercial-Budgets-Local-Advertisers-2016-WholesaleAirtime-Auction.xls
The monthly budget ranges listed in the Microsoft Excel document show a fairly large spread in most market areas. The most proper budget for the areas would be to be on the air 3-6 days per week. This is enough to allow the average business to advertise on a 3-5 stations at the same time, as well as test a couple of time blocks (6A-7PM, 7P-12M, Weekends, Weekdays, etc.). This is the proper way to penetrate a market for a new test campaign.
Unfortunately, many small businesses don’t have enough money to run proper test campaigns, which is why the document also shows a separate tab for online internet commercials. The bottom range of the scale essentially means testing on a single station and 1-2 timeframes at most. You may ask “is it possible to buy a good radio advertising campaign in my local market, airing only 1-2 days per week?” The answer is, you can buy a few commercials, but not nearly enough penetration or saturation to call what you have a “radio advertising test campaign.” And in all seriousness, if you’re not going to run a proper or even a basic monthly test, then you should keep your money. The stations will gladly take it, but you would be better off going to a casino and playing roulette with it (and this is not a joke!)
If you have any questions about the Microsoft Excel budget range document please feel free to go to our Contact Us page, or contact us via the Small Business Love Chat App. Even though we operate an auction, we have live media professionals available for you to talk with.