There are several factors that determine the cost of radio advertising, including the popularity of the station, time of day, and length of the commercial. Generally, advertisers pay £2 per 1000 listeners, with morning and evening rush hours being the most expensive. This document provides an example rate of £2910+VAT for a 30-second commercial aired 80 times over 1 week, reaching over 400,000 listeners on KEY 103 and MAGIC. Choosing a station whose audience matches the target demographic is important to effectively reach potential customers.

1. Callum Wallace
Financial considerations
There is no set in stone going rate when it comes to radio advertising and they vary broadly.
The general rule of thumb when it comes to charging for advertising time on the radio is £2
for every 1000 listeners you’re going to have at the specific time they’re selling. So the
higher the popularity of the station the higher the cost. The price can also increase
depending on the package you decide to go with, with the station on how many times your
advertisement is played and at what times. The most expensive areas will obviously be
morning rush hour and evening rush hour because that’s when the most people would be
listening. The length of your advert also makes an impact on the price, usually radio
commercials are around 30 seconds long but if yours came short of that you would be given
a certain percentage off depending on the length. This is a rate card for KEY 103 and MAGIC
for a 30 second advertisement to be played 80 times in 1 week and it will be reaching over
400,000 listeners this will cost you £2910+ VAT.
So we can see how much it costs, so the team need to make sure when choosing a station
that their target audience will be listening and not the wrong people. So the team may have

2. Callum Wallace
to do some primary research on the stations to find their suited s tation where their target
audience are the majority.