Radio pricing isn’t one number. It depends on market coverage, station mix, dayparts, and how much frequency you need to be remembered. Here’s a plain-English framework to estimate what you’ll need — and compare proposals cleanly.
Quick take
- Radio cost depends on market, station mix, dayparts, and required frequency.
The most common small business mistake is spreading budget too thin across too many stations or markets.
- The real question is: how much radio do we need to be remembered (and create measurable uplift)?
Why pricing feels hard (and what to do instead)
Costs vary because you’re buying different things: geography, audience, placement environment, timing, and weight. Instead of chasing a single number, use a framework to estimate what you need — then compare proposals cleanly.
The biggest cost drivers (plain English)
- Market coverage: metro vs regional prices and inventory differ.
- Station mix: audience fit and demand vary by station.
- Dayparts: drive times typically price differently to mid-mornings and weekends.
- Spot length + tags: 15s vs 30s, live reads and sponsor tags change the buy.
- Weight (frequency): repetition is the engine of radio effectiveness.
- Seasonality + demand: peak periods can shift availability and cost.
What to ask for in a proposal
Ask for:
- Markets included and why they match your trading area.
- Which stations and dayparts are included, and what job each is doing (reach vs frequency).
- What “minimum viable frequency” looks like for your category and timeframe.
- A clean split between media spends and agency services, plus what’s included vs excluded.
- How results will be measured (enquiries + uplift signals), and how often you’ll review.
Common mistakes to avoid
- Buying too lightly (no frequency, no learning)
- Spreading budget across too many markets
- Comparing “all-in” proposals without separating media vs services
- Measuring only last-click conversions instead of uplift signals
FAQS
Can you estimate cost without a formal quote?
You can estimate the inputs (markets, weight, timing), then ask suppliers or agencies to price that plan.
Is the cheapest plan best?
Not usual. Value comes from matching the trading area, choosing the right environments, and running enough weight to be noticed.
If you want a plan that’s commercially clear, built for small business, and easy to measure, get in touch and we’ll map the right channels, markets and minimum viable weight — without the jargon, our team are here to help.