6 Types of Radio Ads

It may seem that Americans are shifting from radio to streaming platforms, but that isn’t quite the case. According to a 2021 Nielsen study, 88% of Americans listen to AM/FM radio weekly. That leaves plenty of opportunity for radio ads to reach their intended audience.

If you have a small business, advertising on the radio is a no-brainer. It has a lot of reach, and a relatively low cost compared to other forms of advertising. But which type of radio ad should you write? There are many types out there, and deciding on a style can be a challenge.

Here are the 6 main types of radio ads, what each one is, how well it works, and the pros and cons of writing in that style.

1. Straight Read

A straight read is the most straightforward type of radio ad. It’s a produced segment where one or more voices read from a script about the product or service. The voice talent usually talks directly to the audience, telling them the benefits of the product and why they should buy it. Straight reads typically include a call-to-action at the end, usually directing the listener to call a phone number or visit a website to learn more and make a purchase.

Straight reads tend to be easier to write and produce than other types of radio ads. They suit shorter ads, usually 30 seconds or less. Depending on the voice talent, though, the audience can easily tune them out if the line delivery isn’t lively enough.

2. Live Read

A live read ad is similar to a straight read, but a radio personality reads from a script live on-air. The host of the radio show or DJ typically reads these ads during short breaks between the other segments of the show.

Live reads can help your company stand out from the crowd, because the host’s familiar voice holds listeners’ attention. A popular host reading your radio ad can also sound like an endorsement, which could encourage listeners to check out your services.

3. Jingle Ad

Often combined with the straight read, a jingle ad is one of the most popular types of radio ads. Jingles are effective at getting listeners to remember a brand, because of their repetition and melody. In a jingle ad combined with a straight read, the talent usually talks about the product or service, and then the jingle plays in the background and/or at the end of the ad.

Jingles evoke emotion, increase recognition, and often get stuck in listeners’ heads. Combine a jingle with a memorable straight read script and you get a commercial that gets listeners to follow your call to action.

Jingle ads can be a little harder to produce than a straight read. If you don’t already have a jingle for your company, you’ll need to write one or have a songwriter compose it for you. That can be costly at first, but the return on investment of a catchy jingle can pay off across all your future advertising.

4. Personified Ad

A personified ad is a radio ad where one or more speakers play a character to deliver the script. With the right script and voice actors, these ads can be very memorable, because the narrative catches listeners’ attention.

A typical personified ad script has one character voice a problem, and then another character offers the advertised product or service as the solution. The characters discuss the product or service and its benefits, and the ad can close with a jingle, a call to action delivered by an announcer, or the characters talking about what to do next.

Personified ads can be humorous or played straight, but either way you don’t want the script to sound too cheesy. You risk making your audience roll their eyes or get annoyed with the ad. A talented scriptwriter and voice actors can sell a personified ad, but it may take several rounds of writing and recording to get it right.

5. Testimonial Ad

Testimonials can persuade radio listeners to buy your product or service. A real customer recording their thoughts on your product gives your business useful feedback, and it makes an effective type of radio ad. You can interview customers yourself, or ask customers to send you recordings to use within a straight read ad. Keep in mind that a customer recording their own audio may cause quality issues. If you or your producer has a good microphone and sound system, it may be worth interviewing the customer yourself to get the best audio quality for your radio ad.

6. Sponsorships

The last type of radio ad is the sponsorship ad. Sponsorships are a little different from most radio ads. They’re more subtle, but they can be quite effective. As with a live read, the host of a radio show tells the audience at regular intervals that the broadcast is sponsored by your company. The host can then talk about your business, or keep it to simple reminders to check out your product or service and thanks for sponsoring the show.

Sponsorships are more popular in other forms of audio advertising, like podcasts, but they can still be effective on AM/FM radio. They take advantage of audience attention when listeners are most tuned in, which is while they’re listening to the host talk about the topic of the day. You can contact local radio stations to ask about sponsorship opportunities.

Killerspots can Write All Types of Radio Ads for Your Business

Whichever type of radio ad is best for your business, Killerspots can write and produce it. Our agency has been crafting killer radio spots for our clients since 1999, with award-winning results. Get in touch with us today for a quote, and you’ll be hearing your company’s name on the airwaves in no time.