Radio Advertising

An Audio Advertising Glossary for Small Businesses

April 20, 2022

If you’re just getting started with audio advertising, this glossary is for you. Think of it as a cheat sheet that will help get you up to speed on all things audio advertising.

We’ll be sure to make updates periodically, so bookmark this page for quick reference in the future.

Audio Advertising Glossary

Audience Targeting

Audience targeting is the method of separating people into customer segments based on psychographic or demographic data. For example, you can target audiences by demographics like age and gender or psychographics like Small Business Owners, Parents with Young Children, or Coffee Drinkers.

Broadcaster

Radio broadcast groups are often referred to as broadcasters.

Broadcast Calendar

A broadcast calendar is an industry calendar that is used for accounting and billing purposes. Weeks run from Monday to Sunday (otherwise known as a broadcast week), and each month is four or five weeks long. 

Campaign Budget

A campaign budget is how much you will spend on an individual campaign. When creating an iHeart AdBuilder radio campaign, you’ll select a weekly budget for your campaign. The minimum weekly budget varies depending on the market you select, how many markets are selected (you can pick up to three different markets), and the inventory available at checkout.

Call to Action (CTA)

A call to action, or CTA, is a message that drives prospective customers to do things like stop by your physical business location, visit your website, or call a specific phone number. It’s great to include an incentive as part of your CTA. For example, you can ask callers to enter a promo code upon checkout or mention your audio ad to get a discount.  

Controversial Content Exclusion

Some programs on certain radio stations may subject listeners to controversial content or language. iHeart AdBuilder excludes stations that most large advertisers have deemed controversial, so you can ensure your brand is safe.

Dayparts

Dayparts are the time segments into which a day is divided by radio networks and stations. The primary dayparts are morning (or AM drive), midday, afternoon (or PM drive), evening, and overnight.

Flight Date

Flight dates are the start and end dates of an advertising campaign (also known as campaign dates).

Frequency

The average number of times a listener is exposed to a radio spot (i.e., the number of times a person hears your ad).

Impression

In radio, an impression refers to a person hearing your advertisement (i.e., one impression equals one listen). However, one person can experience multiple exposures to the same ad, so this is not indicative of the total number of unique individuals that have been reached.

Nationwide

A national campaign that allows you to reach listeners across the United States. Nationwide campaigns are a great option if you have a product or service that’s available online and you want to expand your customer base beyond your local community.

Reach

A campaign’s reach refers to how many individual listeners hear your ad.

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