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How Many Radio Ads You Should Run

February 18, 2021

Determining how many radio ads to run or how long to stay on-air can be difficult, but iHeart AdBuilder makes it easy. Our algorithm automatically optimizes your campaign schedule so you can reach your customers on the right stations at the right times, but you determine the frequency and duration of those ads by selecting a weekly budget and campaign flight dates. 

In other words, you control your schedule when you set your campaign budget. Therefore, if you select the minimum weekly budget for your market, you will likely have a lighter schedule (and less aired impressions). This means that you’ll need to increase your budget if you want to increase the number of ads that are airing per week. 

The weight of your schedule depends on your advertising goals: 

  • Testing the waters: A light schedule over a couple of weeks is an easy way to get a modest level of reach and frequency. Keep in mind, if you select the minimum budget for your market, you’ll want to choose a date range that is longer than 1 to 2 weeks. 

  • Want to be top of mind: A medium schedule is a great way to reach customers with more frequency so they think of you when they’re in the market for your goods or services. This is also good if you have a general sales event or promotion that you’d like people to know about. 

  • Need to reach lots of people: If you have a big promotion or event, a heavy schedule is the best way to reach many people frequently. If you want a heavy schedule over a shorter period of time, like before a grand opening event, you will need to increase your weekly budget.

Another way to increase the number of aired impressions (you can think of these as estimated listens) is to extend the length of your campaign. This is a good option if it works better for your budget to spend less on a weekly basis over a longer period of time. 

As a small business, every dollar counts, making it even more important to make sure your campaigns are optimized to help you reach your goals. Launch an AdBuilder campaign today or learn more about radio ad impressions and basic targeting in our recent article What is an impression?