It’s Midnight, Is Anyone Listening?
Making sure your radio placement includes quality airtime.
The sales representative for the local radio station calls and offers you a special package for half price airtime. Should you jump at the chance? Maybe. But first check one important thing, the daypart.
The daypart is the time the spot is scheduled to run during broadcast hours. The best time to run your radio ad is during “drive times” which are typically 6-9 a.m., 11 a.m-1 p.m. and 4-7 p.m.
Usually, the radio packages with discounted prices are for TAP hours (total audience placement). That means your spots may run at 2:00 in the afternoon or 2:00 in the morning. Do you really want your ads running when most people are sleeping? Recent statistics show there are 35% fewer listeners after 8 p.m. and 70% fewer listeners after midnight.
Radio is a great outlet for reaching customers whether you own a deli or are a dentist, but focus your radio budget during the 6 a.m.-7p.m. hours for the wisest investment.
