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Radio has a similar appeal.

Radio has a similar appeal.


Used correctly, radio advertising can be music to the ears.

As with cinema advertising, radio advertising can reach a captive audience with a targeted communication - and in South Africa, it's an excellent choice of medium what with the numbers of people in our country dependent on it for their news and entertainment. Whilst not cheap (unless you intend advertising on community radio stations), radio has long been a favoured advertising medium in our country. The challenge facing advertisers is not so much whether to use radio or not, but rather which radio stations. With a great many to choose from (ranging from the more well-known and established stations like Kaya FM, 5FM, Metro FM, 702, Cape Talk, Ukhozi FM, YFM, Classic FM, Radio 2000, SAFM, East Coast Radio, Jacaranda FM to the lesser known stations like Hot FM) the inexperienced marketer can have a tough time deciding. Fortunately, there are independent media agencies out there who are able to scrutinise advertising rates and packages and recommend those best suited to your needs. I work with the best of them.

Then, how to advertise on radio? There are various options:

  • Buying 15, 20 or 30 second spots
  • Sponsorships, through which you could sponsor a traffic report or news bulletin

“Live reads” where your radio script is read out by a John Robbie (for instance). One of the upsides of a live read is that you save on the costs of producing a radio commercial whilst another is that the commercial comes across as being endorsed by the radio station. The downside? Live reads cost more to flight than produced spots.

Advertising on radio can be expensive - especially if you’re looking to advertise on mainstream radio. To help you decide whether radio advertising is worth pursuing on your budget, here are  approximate costs to flight a 30 second radio spot during morning drive time (06h00-09h00).

  • Algoa FM R4 370 excluding VAT
  • YFM FM R6 300 excluding VAT
  • Capricorn FM R3 600 excluding VAT
  • East Coast Radio R14 460 excluding VAT
  • Jacaranda FM R17 300 excluding VAT
  • Power FM R3 720 excluding VAT
  • Smile FM R4 500 excluding VAT
  • Jozi FM R1 576

The most expensive times to advertise on radio are morning and afternoon drive-times. If too expensive though, you could always look at other time-slots.

In the meantime, here are a few radio ads I’ve recently scripted and had produced:

Script 1

HUSBAND WALKS IN FROM GOLF.

WIFE (VERY SOLEMN)

Rajiv, we need to talk.

HUSBAND (CONCERNED) PUTS HIS CLUBS DOWN.

WIFE

Things are tough. Very tough.

So the golf is going to go.

HUSBAND (DISAPPOINTED)

And the trips to Durban.

HUSBAND (MORTIFIED)

And we’re going to have a change of eating habits.

HUSBAND (HORRIFIED)

But there is good news Rajiv. Here.

SHE HOLDS UP A 5KG PACK OF KING’S BASMATI RICE.

King’s basmati rice. For what it costs for a 5kg pack, it’s the best value for money.
So we don’t have to give up our basmati.

HUSBAND (HUGELY RELIEVED)

FVO: King’s select basmati. Who needs golf anyway?

To listen to the recorded commercial, click here.

Script 2

A WOMAN WALKS INTO A SHOP IN FORDSBURG

I’m looking for King’s Basmati.

OLD MAN BEHIND COUNTER LIFTS A 5Kg BAG OF ANOTHER BRAND OF BASMATI

I have this basmati?

WOMAN

Does that look like King’s?

Does it taste like King’s?

SHE’S WORKING HERSELF UP

Does it cook like King’s?

THE OLD MAN IS NOW FLUSTERED AND CALLS TO THE SHOP OWNER IN THE BACK

Ajib, what is this King’s?

MVO: King’s select basmati. Now at a very good price wherever you do your shopping.
Or in most places you do your shopping, anyway.

To listen to the recorded commercial, click here.

Script 3

FATHER WALKS IN DEPRESSED.

I just can’t find it. No matter where I look. Not a thing. I’m bleak. Depressed. It hasn’t been a good day.

SON

Father, don’t be so glum. Here try this.

HE HANDS HIM A BOWL OF KING’S BASMATI RICE.

FATHER, INSTANTLY CHEERED;

But this is it Ali - this is what I’ve been looking for..this is King’s!

SON (COOLY, AND UNIMPRESSED)

It’s just a basmati, Father.

FATHER:

But not just any basmati, Ali. It’s the best basmati.

SON:

Oh.

MVO; King’s select basmati. Now at a very good price.
Know where to look and you shall find.

To listen to the recorded commercial, click here.

Script 4

TWO FISHERMEN ON THE ROCKS AT UMHLANGA

SANJAY: Raj, this fishing’s for the birds.

HE’S DISCONSOLATE. SEAGULLS MAKING A HECK OF A NOISE IN THE BACKGROUND.

Not a bite man – and we’ve been here the whole day.

A SEAGULL SUDDENLY DIVE-BOMBS HIM GIVING HIM A HELL OF A FRIGHT

Hey, hey!!! (AS HE TAKE COVER AND THE GULL FLIES OFF IN A FLUTTER OF WINGS)

HE GATHERS HIS THOUGHTS AND BECOMES GLUM AGAIN.

Nothing to put on the table tonight. The family are not going to be happy.

RAJ; A serving of King’s basmati Sanjay and all will be right as rain.

A SUDDEN ROLL OF THUNDER, FOLLOWED BY A SMATTERING OF HEAVY RAIN DROPS.

SANJAY: Good Golly Raj, is there anything you don’t know?

THE HEAVENS OPEN AND THE BIRDS TAKE TO THE SKIES.
THE TWO FISHERMEN QUICKLY OPEN THEIR UMBRELLAS.

MVO: King’s select basmati. For what it costs for a 5kg pack,
you won’t have to fish for your supper any longer.

To listen to the recorded commercial, click here.

At the end of the day, I can script your commercial, have it produced and - through the media agency I work with - arrange for its flighting.

 

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