RADIO ADS FOR SEATTLE, WA
iHeart, KIRO, KQMV, Remnants, Unsold Inventory, Best Specials and More!
There are several ways to purchase ads from a radio station.
One way is to phone or email the radio station such as KIRO or KQMV here in Seattle, WA. From there, ‘your radio account’ will be assigned to an ad salesperson from that radio station. Your “rep” could be highly experienced but is more likely to be a mid-level or even a brand-new hire and you have little to no say in who is ‘assigned’ to you. Next, this salesperson will typically ask to meet with you to do a needs analysis and recommend a program based on the products his/her particular radio station sells. Sometimes your rep is allowed to sell other radio stations owned by their same media group, but may also be limited to selling only one particular station they’re assigned to represent. Each salesperson will show you audience ratings combined with metrics like CPP (cost per point), TRP’s (total rating points), Indexing (percent of audience most likely to purchase your product or service) as well as data on overall reach and frequency of the proposed ad schedule. Typically, this information will be presented in the way that best favors that radio stations’ own offerings which mean each proposal will include different metrics; ratings periods, unit lengths, viewer audience demographics and other information – making it difficult to easily compare proposals. You repeat this process with each radio station in your market, and then it is up to you to sift through all the data provided to try to decide what station or stations to use, how many ads to put where, what are best days or weeks to air them, and what the cumulative effect is to your overall budget and goals.
As an alternative, experienced advertisers often chose to work with a qualified independent radio ads media buyer.
An independent radio buyer is able to work across ALL available stations in a market and quickly provide an optimal package based on your needs and budget. Unlike a salesperson that works for one station, an independent buyer is not going to favor one media company over another and will instead choose the best alternatives from all the offerings out there.
A question often asked is how the cost of an independent media buyer compares to working directly with a radio station salesperson.
The answer is that usually, the independent buyer is the less expensive option. Radio station sales reps (like most salespeople) work almost exclusively on commission. When an independent buyer is used, since they are providing the bulk of the client service, the station instead pays the sales commission to the media buyer. In addition, because an independent buyer competitively “shops” all the available radio stations and media types, they save money on the actual advertising spot costs incurred as well.
An additional advantage of a radio media buyer is that they are scalable and can provide advertising rates for regional or national ad buys as well.
There is no added cost to your radio budget, and no retainer or fees for our media buying service.