Radio
Radio advertising
Radio is one of the fastest media for building reach and frequency. Listeners tune in in the car, at work and in the kitchen – often while doing something else. That places demands on the message, but makes radio well suited to campaigns that need to be remembered. PR360 plans and buys radio advertising on national and local stations in Denmark.
How radio advertising works
Radio campaigns are planned in flights, with spots spread across stations and dayparts to reach the audience a set number of times. Morning and afternoon – when many people commute – are usually the most listened-to dayparts, and therefore also the most expensive.
Because listeners are often busy with something else, radio works best with repetition. A message heard only once is rarely remembered. That is why frequency is central to radio planning – and why one simple, clear message matters more than lots of detail.
Three types of radio campaign
National campaign
Spots on nationwide stations to reach a broad audience quickly.
Local campaign
Local stations in specific areas – well suited to stores, dealerships and regional offers.
Programme sponsorship
An association with a specific programme or feature, such as weather or traffic, with a fixed and recognisable position.
Radio, podcast or streaming audio?
All three are audio, but the listener is in different situations. That changes what the ad can do.
| Aspect | Radio | Podcast | Streaming audio |
|---|---|---|---|
| Listening situation | Often in the background – car, work, home | Actively chosen, often on headphones | Music, often in the background |
| Reach | Broad and fast | Narrow, but engaged | Broad among younger listeners |
| Targeting | Station, area and daypart | Show, topic and geography | Audience, geography and device |
| Measurement | Industry listening survey and reach estimates | Delivered ads and impact methods | Delivered ads and listen-through rate |
Choosing the right format
When should you choose radio?
Radio has clear strengths – and some tasks it is not built for.
You have an offer or campaign that needs broad awareness quickly
Radio builds reach and frequency fast and suits time-limited messages.
You want to drive footfall to physical stores in an area
Local radio – ideally combined with DOOH – can target the areas where your stores are.
Read about DOOH advertisingThe product needs a longer explanation
Podcasts offer more time and attention than a radio spot.
Read about podcast advertisingThe message depends on visuals
Radio cannot show the product. Consider TV, CTV or display as the lead channel.
Read about TV advertising
Radio's strengths
Fast reach
Radio can reach a large share of the population within a few weeks.
Affordable frequency
Compared with TV, it costs less to reach the same listener many times.
Close to the purchase
Many people listen in the car – often on the way to stores and shopping.
Quick production
A radio spot can be produced and changed far faster than a TV commercial.
Spot lengths and production
Spot length is one of the most important choices in radio, because it affects both price and the number of repetitions.
Short spots
Around 10–15 seconds. Useful as reminders and for adding frequency to a campaign.
Standard spots
Around 20–30 seconds. Room for a message, a sender and a clear call to action.
Sonic identity
A recognisable voice, jingle or sound makes it easier to link the spot to your brand.
Versions
Several versions of the same spot – by area or offer, for example – keep the campaign fresh over time.
Planning and targeting
Targeting in radio is done through the choice of station, area and daypart.
Station and format
Each station's music profile and content attracts different age groups and interests.
Area
Local stations provide geographic precision when the campaign does not need national coverage.
Daypart
Spots are spread across the dayparts and weekdays when the audience listens most.
Flight and weight
We plan campaign length and spots per day according to the desired frequency.
How we plan radio
- 01
Objective and audience
We define who the campaign should reach, how many times and in which area.
- 02
Station plan
We select stations and spread spots across dayparts and weekdays.
- 03
Spot and delivery
We make sure spots meet the stations' technical requirements and are delivered on time.
- 04
Evaluation
After the campaign we review reach, frequency and any impact measurements.
Measuring radio advertising
Radio is measured on reach and frequency, not on clicks or individual listeners.
Reach and frequency
Estimates of how much of the audience heard the campaign, and how often.
Transmission report
Documentation of which spots aired, on which stations and when.
Searches and visits
Changes in branded searches and website visits during the campaign.
Store data
For local campaigns, sales in areas with and without radio can be compared.
Keep in mind: Radio listening is measured through samples, and the figures are estimates for audiences – not for individual listeners. Impact on sales is therefore best assessed over a period and alongside other data.
FAQ
Frequently asked questions
Get advice on radio advertising
Tell us who you want to reach and where, and we will plan stations, dayparts and frequency to fit the budget.