Frequently Asked Questions
A radio commercial is a block of time on the radio used by advertisers to convey a message and call to action.
The first step in writing a radio commercial script is to identify your target audience and their attributes. The next step is to identify your offer or goal. From there, you'll want to consider how you will position your offer, whether it's the hard (assertive), medium (the comfortable ask) or soft (suggestive) sell approach. With those considerations in place, it will be much easier to create your script. For examples of effective radio commercial scripts, check out our script library.
Advertisers typically limit the number of words in a 30 second script to 80 words or less. This way, the voice over is better paced and the message is easier for the audience to retain.
Yes. Radio has an incredible return on its advertising investment. Westwood One partnered with Nielsen Catalina Solutions in a study and found that radio ROI delivered $12 in sales for every $1 spent on advertising. Additional research on radio advertising effectiveness revealed that radio is 20% more effective for building a brand than any other advertising channel.
Remember to keep these things in mind, when you begin hiring voice actors for your radio projects: Listen for your brand’s sound: How do you describe your brand personality? What is the target market your ad is appealing to? Consider all of this to ensure the voice over you select resonates with the brand image you are conveying sonically, all while feeling relatable to the audience you are targeting. They voice actor is experienced with radio:You’ll want to keep a keen ear out for voice actors who have done a healthy amount of radio ads or shows. Professional voice talent who have previously undertaken these projects have shown they have the delivery and pace needed for radio. Listen to their demos:When you post a job on Voices, you can get free custom voice over auditions using your radio script. However, you can also find radio voice actors by browsing radio voice actors and listening to demos. Know your audience:Your listening audience may enjoy a certain style of voice, expect words to be pronounced in a particular way, or may be accustomed to hearing a specific type of voice. Knowing these facts about your audience will help you to decide which voice over is best for your radio ad. Soft, medium or hard sell: Every radio ad is selling something, it’s just a matter of whether it’s a soft, medium or hard sell. Specifying the type of sell you’re looking for will help the voice actor to provide you with the best audition and finished voice over file.
It varies, depending on the duration and reach of the ad. For instance, an ad that is scheduled to run for one week on a local level will have a different cost from an ad that’s running for a month on a national level. View suggested pricing for broadcast voice over.
Radio ads that use humor often are most effective. Other effective styles lean on an emotional angle, and include ads with a storyline. The top four most common style of radio ads over the last several years include: 1. Humorous 2. Emotional 3. Edgy 4. Hair-raising
You should use both. The effectiveness of radio ads are still too powerful to only do one or the other. While it’s important that your brand starts to advertise on Spotify, Pandora and other online audio streaming services, you should also be budgeting for radio advertising.
Yes. Consumers are remembering radio ads, with jingles and other audio clips sticking with them much more than other methods of advertising. A Westwood One study showed radio ad recall has grown 82% across multiple categories. Those who were exposed to the campaign were significantly more likely to recall the radio ad. Unaided brand recall is also higher with radio ads.
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Are you searching for the perfect voice for your radio next radio ad? Perhaps you work at a radio station and you’re looking for your next station voice to do station ID, bumpers, and spots.
We’ve got you covered. There’s no better way to get into the ears of your audience and create brand recognition than through broadcasting’s oldest medium, and our professional radio ad voice actors are here to help.
What is a radio ad?
Radio has come a long way since the early days of AM frequencies, and now encompasses newer technologies such as podcasting, online streaming services, satellite radio, and of course, traditional FM radio.
Because of radio’s ever-evolving nature throughout the digital revolution, radio consumption and advertising are at an all-time high and continue to see growth year after year. With this in mind, now is the ideal time to capitalize on this opportunity and create a radio commercial that will drive your audience to action or create brand awareness.
The key to a great radio voice
Radio ad voice actors are the voices we hear during breaks in radio programming, promoting everything from local businesses and national chains, to nonprofits and government initiatives.
These voice over professionals have the ultimate responsibility of keeping listeners from turning the dial, which they accomplish through their captivating and engaging reads.
When it comes to advertising, connecting with your target audience is key, no matter the medium. For radio commercials, which are a purely auditory experience, casting the right voice actor who resonates with your audience is crucial. Often the audience’s first point of contact with a brand, radio commercial voice actors take on the role of company spokesperson and set the tone for what the audience can expect from your brand.
Casting for a radio ad
When casting a voice over professional for a radio ad, many advertisers choose to hire a voice actor whose vocal style and vocal attributes closely resemble their target audience, including characteristics like voice age, gender, and accent. For instance, a radio advertisement for a national diaper brand might cast a relatable voice within the young adult age range (18 35 years old) to match their parenting demographic.
Another radio commercial for a car brand may select a male voice with a confident tone in order to appeal to their primarily male audience. By appealing to your intended audience with the help of a professional radio commercial voice actor, you’ll be on your way to creating a memorable radio ad that sticks.
How to ‘sell’ your radio ad
Once you have narrowed the attributes of your target audience, you’ll also want to consider the kind of ‘sell’ your radio commercial will use (or is using) — that could be soft, medium, or hard. Each type of sell, which is how the offer is positioned, is best suited to distinct voice over styles.
The soft sell is both suggestive and persuasive without being direct. This form of positioning appeals to the audience’s intellect and emotions, often pulling at heartstrings, but can also be informative and entertaining. When it comes to hiring a voice actor for the soft sell approach, look for a friendly, subtle, and conversational tone.
The medium sell calls the audience to action, but not in a forceful way. Typically, these radio commercials are more upbeat and lively, and require a voice over professional who can match the tone. These ads are often family oriented and focus on discovery and excitement, selling the audience on the feeling the ad emits. The radio commercial voice actors best suited to this format are conversational, energetic, and humorous.
The hard sell is to the point. More assertive than the medium sell, this form of positioning is urgent and is often associated with limited time offers. Advertisers who use the hard sell look for radio commercial voice actors who are confident, booming, and hard hitting.
How to hire the perfect radio voice
There’s a reason why advertisers and brands worldwide choose Voices as their source for radio commercial voice actors. With access to a rich pool of talented voice over professionals from around the world, you’re bound to find the right voice to suit your needs no matter the style. Take a listen to our voice actors’ demos to find the right voice for your next ad.