How Much Does Radio Advertising Cost?
This guide covers typical US radio advertising rates, the factors that move them, and practical ways to compare quotes.
Common jobs and what they cost
| Job | What it involves | Typical range |
|---|---|---|
| Single local spot | One 30- or 60-second ad | $25 - $250 |
| Small local campaign | A few spots over one week | $250 - $1,000 |
| Standard local campaign | Repeated spots across several weeks | $1,000 - $5,000 |
| Multi-station campaign | Several local stations and schedules | $5,000 - $20,000 |
| Major-market campaign | High-demand metro airtime | $20,000 - $100,000+ |
Ranges are typical, not quotes - the price for your job depends on scope and location, so always confirm with the provider.
What moves the price
Radio advertising prices depend most on the station's audience size, market, time slot, ad length, frequency, and campaign duration. Drive-time and other high-listenership periods cost more than overnight or unsold inventory, while major cities generally cost more than smaller markets.
Production may be included, discounted, or billed separately. A prerecorded commercial, live host endorsement, sponsorship, contest, or sports broadcast package can change the quote substantially, as can seasonal demand and short-notice scheduling.
How to keep the cost down
Ask stations for several schedule options rather than only a premium drive-time package. Buying a longer run, accepting flexible placement, combining off-peak spots with a few peak spots, and reusing a professionally produced ad can reduce the effective rate.
Request an itemized quote showing airtime, production, promotions, taxes, and makegoods for missed spots. Collecting quotes through Reedleys means every number comes from a real, checked listing, which makes station-to-station comparisons easier.
Price questions, answered
Some require payment before the first spots run, while others approve credit terms for established advertisers. Ask when payment is due and what happens if the campaign is canceled.
Audience size, listening hours, market demand, time slots, and inventory availability differ by station. The lower quote may also include fewer spots or less desirable placement.
Sometimes, but not always. Confirm whether writing, voice talent, music licensing, revisions, and final production are included or billed separately.
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