One of the easiest and most significant ways of reaching out to potential customers of your products is advertisement. Radio jingles, which is one of the oldest forms of modern-day technical advertisement, remains one of the most popular in the country today. Apart from the fact that this means reach larger number of people, it is one of the cheapest in the media industry and based on reports, among the most effective.
This post takes a look at radio jingles in South Africa and how much the various packages go for.
How much does radio jingles cost in South Africa?
Radio jingle, like most other media-related advertising mode, is quite difficult to estimate. This is because there are several factors that affect the eventual price it would go for. Radio jingles are charge based on these factors and considerations.
On the average, radio jingles in South Africa costs between R$72 – R$3,600 depending on the package you are going for, the duration of the jingle, the frequency and other basic factors. The next section takes a look at some of the common facts that dictate how much radio jingles go for in South Africa.
Factors that affect cost of radio jingles
One of the most common factors that affect the cost of radio jingle, of course, is the radio station. There are loads of radio stations in South Africa today and their advertisement rate heavily varies. What drives this, in most cases, is the popularity of the radio station. There are some radio stations that are regarded top-class and have a huge listener base. Radio stations that fall into this category will definitely charge way more than others that are less popular or have lesser listener-base.
Another factor that significantly affect how much is charged is the time. Usually, radio jingles are charged per time (in seconds). This is used to calculate the cost of the jingle and also determine appropriate rate. Jingles can range between 10 seconds to 5 minutes, although the longer, the more boring and well, the more expensive. In most radio stations today, they do not allow a jingle more than 60 seconds. You can expect a jingle that is less than 20 seconds to be cheaper than one that is for 45 or 60 seconds.
The frequency of the jingle is one other factor that affects the eventual cost of a jingle. The number of times you want the jingle played will also determine how much the overall package will go for. You might want the jingle to be played 3 times a day for 2 weeks; you might choose a package that means the jingle will be played 10 times in one month. Usually, the more frequent you want the jingle to be played, the higher the cost. Most radio stations are not static about this. Some allow the client dictate what they want and the charge based on the agreement.
One factor that also affects the overall cost of radio jingle is the period and time of day you want the radio jingle played. Usually, jingles played during drive-time are usually more expensive. This is because more listeners are tuned to their radio during this period as most of them tune the radio on when driving to work. In places like Johannesburg and Pretoria for instance, radio stations expect more listeners to be available between 7 am and 8:30 am and also between 4 pm and 7 pm. Radio stations will enquire when you want the jingle to be aired and if it falls between these periods, then you can expect to be charged significantly higher than when jingles are played in other periods.
Advantages of Radio Jingles
- They are Relatively Affordable – This is one of the most obvious advantages of radio jingles. The cost of radio jingles and packages varies and this has already been highlighted in previous sections. Compared to television adverts or newspaper adverts, radio jingles are not very expensive.
- They Reach Wide Range of people – The ability to plan and schedule jingle spots all through the week at several times of day tolerates wide local reach. The ability to publicize regionally augments the reach for businesses with broader terrestrial offerings. In similar vein, radio is among the best broadcasting at aiding target audience selectivity. Format and music variety really influence the types of individuals that listen to stations. Before purchasing spots for radio jingles, you get access to stats that detail average listeners per hour or period with demographic breakdowns, if possible.
- Flexibility – Television advertising usually requires people to sit in front of their televisions, print adverts and advertisement via web require attentive attention on the page or screen. But you can easily listen to the radio while doing other things. This is a big plus as listeners can still grasp what is being advertised.
Disadvantages of Radio Jingle
- Distraction – This is one thing that has been seen as a downside to radio jingles. People can listen to the radio while doing a lot of things, and in doing so, they will not be able fully concentrate when listening to advertisements. This means there is a tendency they don’t get a grasp of what is being advertised.
- Lack of Visual Appeal – There is a thing about visual appeal – things you see are easier to remember than things you hear. This means television and print adverts would stay in the hearts of people more than radio jingles because the listeners don’t have imagery to play with.