Airtime Planning & Buying

This section offers a guide to buying radio airtime and the costs associated with producing a radio advert. With over 300 radio stations in the UK to advertise on, it might seem like a daunting task getting your advert to air – and where should it play?

RadioWorks removes any complications of advertising on the radio. We’ll work with you to provide information and thoughtful strategy recommendations that complement your campaign objectives.

By listening to you, asking the right questions and taking a clear brief, we can efficiently target your potential customers and meet your radio advertising expectations.






PLANNING YOUR CAMPAIGN If you want to target locally, we have local level knowledge. If you want to target regionally or nationally, or speak to people in a very specific demographic, we have all the specialist tools available for that too. We can select the stations and frequency (opportunity to hear) that your ad will be played which is most effective for reaching your customers. We use our years of industry knowledge and specialist tips and tricks, combined with robust radio data, to plan powerful and effective radio campaigns.

We also use specialist radio planning tools (something not all agencies have access to) and our dedicated Insight team provides additional data to help us be the most effective radio advertising agency in the marketplace. And because we’re completely independent, we also provide an unbiased and impartial approach to planning and buying.

It’s important when planning any campaign to understand the rationale behind station choices and we’ll take the time to do that too, so you’ll have a better understanding of what you can expect for your investment.

BOOKING YOUR CAMPAIGN We've been in this business for nearly 25 years and have built relationships with every radio station in the UK and beyond. Choosing to work with us gives you instant access to that trust, along with any preferential rates we’ve secured. We will always negotiate the best possible rates and advise you where the best value is in the market.

Radio airtime is bought on a cost per thousand (CPT) basis. You’ll pay an agreed amount for every one thousand impacts the radio station delivers. Each station charges a different CPT depending on their pricing structure.

Don’t forget that if you’re already advertising on the radio, our team is happy to give you a complimentary ‘Campaign Health Check’ and assess if you’re making the most of your radio advertising budget.

Can radio be measured? Radio can be as targeted as you need and it’s also very measurable. We measure opportunities to hear (OTH) during the time your campaign airs. Upon completion we will provide a full post-campaign analysis so you can see how your campaign has performed.

With the traditional boundaries of broadcast media being blown apart by the digital explosion, advertisers can also target their consumers more creatively via online audio advertising channels such as Spotify. We work with key industry partners to leverage digital audio content for commercial return to advertisers and deliver campaigns which are highly measurable.

Give us a call on 020 7907 0670 to find out more about audio advertising, or fill in an online form and one of our specialists will be in touch.

Our commitment to you As an award-winning agency that has been championing radio since 1990, we pride ourselves on our commitment to our clients. We are currently the only specialist radio advertising agency to be an accredited by the Institute of Practitioners in Advertising and are also members of the Internet Advertising Bureau as part of our work in online audio advertising. We are committed to:

  • Planning and buying the most cost-effective campaign for you
  • Ensuring minimum wastage and maximum value for money
  • Supporting our recommendations with research and industry data
  • Offering a fast and efficient turn around
  • Monitoring your campaign from start to finish, including post campaign analysis

Georgia McGuffie
Group Business Director

Whatever your campaign objectives, RadioWorks can help build an airtime solution which helps you to achieve them.

Using industry-leading tools, we take care of everything you need to get a campaign to air; from recommending a station list which best complements your message and strategy, to arranging audio production and buying the campaign at the best rate possible, we can take care of the whole process.

Our planning and buying team is the best there is. We all want your campaign to be a success, so will do everything we can to create an excellent package to suit your budget.

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