20 Answers to the Most-Asked Questions in Advertising
As a full-service advertising agency, one of the first questions we get is how much does (fill in the blank) advertising cost? Whether it’s getting an ad on the radio, advertising on television, or promoting through podcasts, cost and anticipated ROI is a must before starting any type of advertising campaign.
With over 30 years of advertising experience, we’ve learned a few things the hard way. And we believe in making it easy for our clients to get the answers they need quickly and directly. We’ve included some background information to consider when planning your advertising campaign, but we encourage you to reach out for specifics.
Also recently published:
> Local Radio Advertising Costs (170+ Top Stations)
> Cable TV Advertising Rates
Advertising in Podcasts
How much does it cost to advertise on podcasts?
Podcast Programs and Costs
DX Media Direct can help connect you to the right podcast audience. Here are some examples of rates and download statistics. There are literally hundreds of programs available.
|Program Topic||# Of Downloads||Mid-Roll Rate |
|Rock & Roll Music||7,000||$90|
|Crime & Mystery||65,000||$825|
|Economic & Current Events||20000||$275|
|Comedy & Shock Jock||30000||$385|
|Serial Killer Crime||65000||$750|
|Web Technology show||20000||$700|
|Psychology & Philosophy||200000||$6,500|
|News Anchor Podcast||140000||$1,400|
|Hot Button Issues||550000||$7,350|
|Football Sports Talk||8200||$125|
Why should I consider podcast advertising?
Here are some interesting podcasts facts to consider:
- Podcast audience has grown to 73 million listeners a month. (Edison Research)
- 81% of podcast listeners say they pay attention to podcast ads.
- 60% of listeners have purchased something promoted in a podcast.
- 93% of podcast listeners are active on Social Media.
- Podcast host endorsements bring instant credibility to your brand.
- Podcast audiences are extremely loyal. They handpick the podcasts they want to consume.
Advertising on Billboards
How much does it cost to advertise on billboards?
Billboard sizes and costs will range as follows: (based on a four-week period)
|Junior Posters: Size 6' x 12 "||Cost: $250 to $1,000||Benefit: Impact Urban Areas|
|Posters: Size 10'5 x 22'8"||Cost: $300 to $1,500||Benefit: Local Market Road Saturation|
|Bulletins: Size 14" x 48'||Cost: $400 to $25,000||Benefit: Size Commands Attention|
|Digital Bulletin: 1400 x 400 pixels||Cost: $150 to $5,000||Benefit: Change Message Often|
As you can see, depending on the market size you want to advertise in it will cost $650 per month for a main street in a small town and $20,000 or more per month to be on the Interstate.
It’s important to note that billboard ads get sold out for longer terms than other advertising outlets. Many advertisers lock up prime locations for a year or more. You need to be prepared to take advantage of an opening quickly. There are limited locations and usually high demand.
What’s the minimum length of time to advertise on billboards?
How often should we change creative or art for our billboards?
For example, we had a client who wanted to use white as the background color for their billboard. However, the locations we were buying had high desert as a backdrop. The white boards completely blended in with the scenery around the outdoor ads. It washed the creative out and you hardly noticed it was there. We changed the background to black to make the creative stand out.
How do I design outdoor ads to get the best results?
Effective Outdoor Ads
Ineffective Outdoor Ads
What types of advertisers do outdoor ads work best for?
Advertising on Radio
How much does it cost to advertise on the radio?
It’s also smart to let a professional media buyer do all the negotiation for you. They do all the hard work–negotiating back and forth. You get the benefit of someone who has the latest audience ratings and insider knowledge of what the market is going for in regard to pricing and demand.
In the following table, we’ve provided sample cities, stations and planning rates. Full disclosure: Rates will vary by time of year, demand on inventory, audience fluctuations and ratings. This information is for planning purposes only, so you can get an idea of how much various markets and market sizes cost.
|Market||Format||Daypart||60 sec. rate each||(25 Spots per week)|
|Abilene TX||Country||M-F 6am to 7pm||$12||$300|
|Akron OH||Adult Hits||M-F 6am to7pm||$25||$625|
|Albany NY||Sports||M-F 6am to7pm||$10||$250|
|Albany NY||Urban||M-F 6am to7pm||$10||$250|
|Allentown PA||Country||M-F 6am to 7pm||$40||$1000|
|Anchorage AK||Classic Rock||M-F 6am to 7pm||$15||$375|
|Asheville NC||Talk||M-F 6am to 7pm||$15||$375|
|Amarillo TX||Country||M-F 6am to 7pm||$7||$175|
|Ann Arbor MI||Country||M-F 6am to 7pm||$30||$750|
|Atlanta GA||Music||M-F 6am to 7pm||$75||$1875|
|Atlanta GA||News/Talk||M-F 6am to 7pm||$50||$1250|
|Atlanta GA||Mexican||M-F 6am to 7pm||$25||$625|
|Auburn AL||Urban Music||M-F 6am to 7pm||$5||$125|
|Baton Rouge||Music||M-F 6am to 7pm||$35||$875|
|Beaumont TX||Hit Music||M-F 6am to 7pm||$25||$625|
|Birmingham||Sports||M-F 6am to 7pm||$50||$1250|
|Birmingham||Urban Music||M-F 6am to 7pm||$20||$500|
|Bismarck ND||News/Talk||M-F 6am to 7pm||$13||$325|
|Boise ID||Sports||M-F 6am to 7pm||$12||$300|
|Bridgeport CT||Mix Music||M-F 6am to 7pm||$125||$3125|
|Bryan TX||Classic Rock||M-F 6am to 7pm||$10||$250|
|Buffalo NY||Classic Rock||M-F 6am to 7pm||$45||$1125|
|Cape Cod MA||Sports||M-F 6am to 7pm||$11||$275|
|Cedar Rapids||Adult Stand.||M-F 6am to 7pm||$2||$50|
|Charleston SC||Urban Music||M-F 6am to 7pm||$20||$500|
|Chicago IL||Music||M-F 6am to 7pm||$150||$3750|
|Chicago IL||News/Talk||M-F 6am to 7pm||$200||$5000|
|Chicago IL||Urban Music||M-F 6am to 7pm||$75||$1875|
|Cincinnati OH||Rock||M-F 6am to 7pm||$20||$500|
|Cincinnati OH||A/C||M-F 6am to7pm||$62||$1550|
|Col. Springs||Music||M-F 6am to 7pm||$20||$500|
|Columbia MO||Music||M-F 6am to7pm||$13||$325|
|Dallas TX||Sports||M-F 6am to 7pm||$60||$1500|
|Dallas TX||News/Talk||M-F 6am to 7pm||$25||$625|
|Dallas TX||Sports||M-F 6am to 7pm||$50||$1250|
|Davenport IA||News/Talk||M-F 6am to7pm||$16||$400|
|Dayton OH||Country||M-F 6am to7pm||$5||$125|
|Des Moines||Country||M-F 6am to 7pm||$20||$500|
|Detroit MI||Talk||M-F 6am to 7pm||$150||$3750|
|Detroit MI||Urban Music||M-F 6am to 7pm||$45||$1125|
|Erie, PA||Rock||M-F 6am to 7pm||$12||$300|
|Eugene OR||Alternative||M-F 6am to7pm||$7||$175|
|Fayetteville AR||Music||M-F 6am to 7pm||$15||$375|
|Fayettville NC||Music||M-F 6am to 7pm||$25||$625|
|El Paso TX||Talk||M-F 6am to 7pm||$22||$550|
|El Paso TX||Country||M-F 6am to7pm||$5||$125|
|Flint, MI||A/C||M-F 6am to 7pm||$18||$450|
|Flint, MI||Top 40||M-F 6am to 7pm||$10||$250|
|Ft. Smith AR||Country||M-F 6am to7pm||$7||$175|
|Ft. Walton FL||Active Rock||M-F 6am to 7pm||$13||$325|
|Fresno CA||Talk||M-F 6am to 7pm||$42||$1050|
|Fresno CA||Country||M-F 6am to7pm||$25||$625|
|Fresno CA||Top 40||M-F 6am to7pm||$26||$650|
|Gallup NM||Hit Music||M-F 6am to 7pm||$10||$250|
|Grand Rapids||Classic Rock||M-F 6am to 7pm||$24||$600|
|Green Bay||Sports||M-F 6am to 7pm||$19||$475|
|Green Bay||Music||M-F 6am to 7pm||$21||$525|
|Huntsville AL||Top 40||M-F 6am to7pm||$22||$550|
|Huntsville AL||Urban||M-F 6am to 7pm||$11||$275|
|Kansas City||Music||M-F 6am to 7pm||$60||$1500|
|Knoxville TN||Country||M-F 6am to 7pm||$49||$1225|
|Knoxville TN||Talk||M-F 6am to7pm||$23||$575|
|Lafayette LA||Music||M-F 6am to 7pm||$15||$375|
|Little Rock||Music||M-F 6am to 7pm||$14||$308|
|Los Angeles||News/Talk||M-F 6am to7pm||$50||$1250|
|Los Angeles||Rock||M-F 6am to7pm||$150||$3750|
|Memphis TN||Urban||M-F 6am to 7pm||$29||$725|
|Mobile AL||Urban||M-F 6am to 7pm||$29||$725|
|Modesto CA||Music||M-F 6am to7pm||$49||$1225|
|Nashville TN||Urban||M-F 6am to 7pm||$25||$625|
|Nashville TN||Music||M-F 6am to 7pm||$95||$2375|
|New York||News||M-F 6am to 7pm||$250||$6250|
|New York||Urban||M-F 6am to 7pm||$45||$1125|
|New York||Country||M-F 6am to 7pm||$95||$2375|
|Okla. City OK||Hip Hop||M-F 6am to 7pm||$12||$300|
|Peoria IL||Rock||M-F 6am to 7pm||$8||$200|
|Peoria IL||Classic Rock||M-F 6am to 7pm||$10||$250|
|San Francisco||News/Talk||M-F 6am to 7pm||$65||$1625|
|San Francisco||Alternative||M-F 6am to 7pm||$32||$800|
|San Diego||Sports||M-F 6am to 7pm||$14||$350|
|Sirius XM||Comedy||M-F 6am to7pm||$50||$1250|
|Sirius XM||News||M-F 6am to 7pm||$150||$3750|
|Sirius XM||Sports||M-F 6am to 7pm||$22||$550|
There are about 6,000 radio stations in the United States. This table provides general prices based on market size and format.
How much does it cost to produce a radio spot?
How much do host endorsement radio ads cost?
How many words are in a 60-second radio spot script?
How many local radio spots should I run each week to be effective?
How few is “too few” spots to be effective on radio?
What if I have limited radio budget?
How much does it cost to build a good website?
What’s the average cost per click on Facebook?
How much does it cost to produce a video for social media?
Advertising on Television
With cord-cutting does television advertising ever work anymore?
How much does it cost to produce a television spot?
How much do television spots cost?
When is the least expensive time of year to advertise?
What are the most expensive months to advertise?
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