Generally, there are four time slots on radio: morning drive (a high-rate, premium period, usually because audiences are at their daily peak at this time); daytime; afternoon drive (the second biggest audience of a weekday); and evening.
It is calculated that radio reaches three-quarters of consumers every day, or approximately 95 percent of consumers during a whole week, which surpasses both the percentage of newspaper readers and television viewers.
Radio advertising refers to paid commercial announcements aired by a radio station.
Advertising is often the primary source of business income for commercial radio stations.
However, most advertisers do not rely on radio alone to sell their products and services, but usually support radio campaigns at least with some newspaper or magazine ads.
Advertisers can reach the targeted audience by selecting the radio station that is oriented to the "right," group of people, determined by the age of the station's regular audience, and depending on their social grouping.
People spend an average three hours a day listening to radio.
Radio stations air four types of announcements: commercials; station promotional announcements (also called promos); non-revenue generating announcements to boost radio listening; and public service announcements (PSAs).
Radio stations attract different audience depending on the choice of music genres and talk format.
Radio ads are relatively inexpensive to make and to place, which allows advertisers to place their announcements on more than one station.