Remnant Radio Ads: Things Advertisers Should Know

By Author: Stam Bett
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Advertising on radio is currently one of the most popular marketing strategies since it provides results similar to TV advertising at a much lower price. If you’re a business owner working with a limited advertising budget, radio advertising is a good option, especially if you take advantage of low-cost remnant radio ads.

Like produce and other commodities, radio advertising inventory perishes: after a certain amount of time, it expires and becomes worthless. And whether due to time placement or lack of advertiser interest, stations will often find themselves with unsold radio spots on their hands. Stations would rather sell these remnant radio ads at a steep discount rather than letting them expire and taking a loss on them, presenting an opportunity for budget-conscious advertisers.

Remnant radio ads are one of the cheapest and most effective ways to promote your business. Not only do you get the airtime you need at a fraction of the usual cost, but they can even be more effective than advertising at fixed airtimes. But before you decide whether to buy remnant radio airtime, there are some things you should ...
... know – things that radio stations won’t tell you. Here are some tips to help you get the most out of remnant radio ads:

• Timeframe and Price. Advertisers need to know what timeframe their radio commercial will be aired in and how deep a discount the station is offering for the spot. Compare the regular price with the discounted price and make sure you’re getting a deal that works in your favor.
• Audience. Advertisers need to find out how many listeners will hear their commercial during the offered timeframes. Arbitron, a company that collects radio audience data, has a formula for calculating the average number of listeners during a certain timeframe: advertisers can make use of them to find out if they can get the results they want from the airtime being offered.

Remnant radio advertising may seem like the most cost-effective way to get the exposure you need, but not all stations will make it worth your money. Remnant radio ads can only work for you if you have all the facts, so before jumping into a decision, be sure to research all your options thoroughly.

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