The Radio Room

Frequently Asked Questions

Where do I start?

The first place to start is to decide on the best station(s) for your brand. This sounds straightforward but with 50 radio stations broadcasting in Ireland on any given day, you need to be smart about your decisions! Many companies choose their station(s) of choice for one of more of these reasons:

  1. They have a relationship with the sales rep or team in a particular station,
  2. They receive details of a ‘good deal’ (which is only good if it’s the right fit for your brand, not if it’s a good price!)
  3. They are a listener to that station.                         
 The audience demographics vary hugely across Irish radio. The Radio Room can help you decide on the RIGHT AUDIENCE; with the RIGHT DEMOGRAPHIC; at the RIGHT TIME. Anything else is compromising your hard-earned cash!


Is radio worth investing in?

Yes! – 82% of the Irish population listen to radio. Radio is the most resilient traditional mediums in our society because it’s EVERYWHERE; at home, in the car, in the shopping centre, on your phone and lots more besides! Radio listeners don’t just come and go either – Statistics show that as a nation, we TURN IT ON and LEAVE IT ON. We typically spend over 4 hours listening EVERY DAY (that compares with 2 hours 40 minutes in the UK and 1 hour 18 minutes in Norway!) You can’t fast forward ad breaks – you can’t turn the page and miss the opportunity to connect with the audience. Radio is low cost, high frequency targeting that when correctly planned, will ‘follow’ your target demographic as they go about their day. There is still huge TRUST in radio and it offers trustworthy news, company and familiarity in a fast-changing digital world. Radio is not going anywhere!

How much should I spend?

This is sort of a how-long-is-a-piece-of-string one… but the beauty of radio is that most campaigns are tailor-made so pricing can be worked around your budget. Anyone selling radio worth their salt will not advise you on an unrealistic campaign with very low frequency and audiences. The truth is, it won’t work and you will be turned off radio without seeing its true potential. The Radio Room team are highly trained and experienced in delivering honest, competitive and effective campaign schedules so we can help you on this with just a quick chat. Ballpark (and this really is ballpark!), €1,000 will get you started on a local station and €3,000 – €4,000 will get you started on National radio.

How long should my ad be?

The general rule for radio ads is 2 -3 words per second. Industry standard is 30secs; but it also depends on what you want to say and how you want to say it… Are you going to have a jingle? Is it a conversational ad or a straight read? Will your ad include a phone number? (which it shouldn’t by the way! Unless you are running a direct response campaign and you need the phone to ring as soon as the ad airs) Our feeling is that people’s attention span is shorter than ever with media consumption levels at an all-time high (mainly due to our smartphones!), so a short (15sec/ 20sec), well-written ad is much more effective than a ‘wordy’ 30sec/ 40sec ad.

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