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Radio in Los Angeles can cost as much and
sometimes more (in cost per person reached) than
TV. This can be said as a general statement
just about everywhere. In markets where the
cost of radio is lower, so too is the cost of
TV. In a market like Los Angeles who has a huge
traffic "drive time" there are more people
trapped in their car listening to the radio.
The demand for the drive time by many
advertisers forces the price up.
The advantages of radio are, 1. The cost of
producing a radio commercial is FAR less than
TV. 2. You can "target" a specific demographic
group because most stations "format" themselves
to reach specific demos.
Effectiveness is something that can be debated
forever. Sit 'N Sleep the mattress store
started with two stores in 1990 and used only
radio the first four years. They started
advertising only on KABC-AM from 12m-5am. They
expanded on KABC to running all dayparts. Then
they expanded to running on other radio
stations. After four years they started running
on television in addition to radio. Currently
they run on both radio and television. After 10
years of constant advertising reported total
sales were $50,000,000. After 18 years of
advertising on both radio and TV their reported
sales for 2007 were around $225,000,000 and they
have expanded to 22 stores.
For an effective radio campaign in LA a client
needs to spend at least $30,000 per month to see
results. For TV in LA it needs to be about the
same. Other markets have lower cost and
schedules, but unless a client is willing to
spend a minimum of around $10,000 per month in
those markets they are not serious, long term
advertisers.
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