Radio

Italians' habit of tuning in to radio, with a base of 36.3 million daily listeners (Source: Auditel), represents a huge opportunity in advertising. Whether on the way to work, in doing household chores or waiting in line, the radio creates a constant soundtrack in people's day. In fact, the advantage of radio lies in its power to engage the listener even in moments of passing or less concentration, turning that time into a golden opportunity to communicate. As Spada Media Group, we have developed important partnerships with leading national and local radio publishers, positioning ourselves among the leading agencies at the Italian level by providing design, production and planning services for radio commercials throughout the country.

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Why invest in the
radio in Italy

Radio advertising campaigns are structured in weekly cycles, with a span from Monday to Sunday. Flexibility is greater for local radio stations, where more customization of broadcast plans is possible. Generally, you can choose to air 4 to 12 commercials per day, depending on the needs of the message and the target audience to be reached. In terms of duration, the Italian standard is in the 30-second spots. However, for a more targeted and cost-effective use of financial resources, we recommend shorter formats: a 20-second spot offers a savings of 20 percent over the 30-second version (10 percent discount on national broadcasters), while a 15-second spot reduces the cost by 30 percent (20 percent on national broadcasters). The price of a radio spot can vary significantly depending on several factors: the station selected, the volume of spots purchased, and the total duration of the campaign.

What kind of radio spot is worthwhile

In addition to the traditional radio commercial, the radio advertising landscape offers a number of innovative and highly effective alternatives. Among them, sponsorships related to specific segments of the radio schedule, such as informative columns and live updates, enjoy great popularity. This type of communication has a special slant because it is carried out during moments of radio programming with high listener attention: news, weather, sports, traffic. The results that can be achieved are remarkable, especially if planned over a medium to long period of time.

Another possibility is"citations," advertising messages that we design in collaboration with the client and broadcast through well-known radio voices. These messages enjoy a privileged position, being placed individually and not within standard advertising blocks, and are often broadcast in close proximity to flagship programs, optimizing the effect on the audience.

Consulting and strategy for radio commercials

Our Media Center follows clients through every stage of the campaign: from choosing the most suitable broadcasters to the conception and development of the creative, through the recording of engaging commercials, to their broadcast. With customized strategic consulting, we identify the ideal editorial plan and broadcasters that most closely align with companies' values and goals. We then use state-of-the-art planning software and rely on audience data certified by the Radio Editors' Table (TER) to ensure an optimized and high-performing campaign.

How much does it cost to advertise in radio?

The creation of a TV advertising campaign involves the development of a minimum 10-30 second spot, flanked by careful programming on the TV channels relevant to its target audience. The production cost of the commercial represents a variable investment: it starts from an affordable base, with a few thousand euros for a commercial created with stock images, to considerably larger budgets, in the hundreds of thousands, if it also includes the participation of testimonials, prominent settings and the direction of renowned filmmakers.

Generally, for a two-week visibility period on a single network with a 15-second spot, a starting budget of about €100,000 should be considered. A prime time advertising insertion during flagship formats or within the main newscasts can range between €15,000 and €20,000 per passage, depending on rates and seasons, but it allows for visibility among millions of viewers. Another highly effective solution is addressable TV, which leverages data from smart TVs for more refined targeting, allowing advertising messages to be delivered only to the most relevant viewers or in specific geographic areas.

Italian radio stations abroad

We then use state-of-the-art planning software and rely on data Spada Media Group also proposes campaigns on Italian radio stations abroad, particularly in Spain and England thanks to relationships with the two main stations Radio Italiana FM for Spain and London ONE Radio for Britain. The two radio stations both target Italians living abroad: focused more on information the former and on a young target audience the latter, these two stations can also be exploited for effective and highly targeted radio campaigns.

Our national radio stations:

Our local radio stations:

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