By Advertified · All resources
Start with a schedule, not a single spot price
There is no single radio advertising price that represents every South African campaign. A useful quote connects the station, audience, broadcast area, time bands, commercial length and number of insertions to your objective. A low price per spot is not enough to judge value if the schedule misses the people you need to reach.
Decide whether you need awareness, store visits, enquiries or support for a launch. Then define the geography, languages and campaign dates. These choices give a planner a basis for comparing relevant stations and schedules.
What changes the airtime cost?
Ask for the station, programme or daypart, spot duration, number of spots and flight dates to be shown separately. Peak and off-peak placements can have different prices. Sponsorships, presenter reads, competitions and outside broadcasts have different deliverables from standard recorded commercials.
Request the actual proposed schedule and any placement restrictions. If an offer bundles airtime with digital exposure, check what each component includes and how delivery will be reported. Avoid comparing a bundled offer with airtime-only pricing as though they were equivalent.
Budget for production and language versions
Airtime and making the commercial are separate pieces of the budget unless the quote explicitly combines them. Check script development, voice artists, recording, music permissions, language adaptations and revisions. Ask who can reuse the finished audio and for how long.
For multiple languages, allow time for adaptation and approval in each language. Confirm the station's technical requirements and material deadline before committing to a launch date. A late creative approval can affect the planned flight.
Compare total campaign cost and delivery
Use the same dates, audience and geography when requesting alternative quotes. Ask each proposal to separate media, production, management charges, taxes where applicable, and optional extras. Confirm whether quoted amounts are inclusive or exclusive of tax and what payment and cancellation conditions apply.
A larger spot count does not automatically mean more distinct listeners. Ask which audience research supports the recommendation, when it was measured and whether reach or frequency figures are estimates. Scheduling estimates and broadcast logs answer different questions.
Agree the evidence before the first broadcast
Ask what proof of broadcast will be supplied, when reports arrive and how missed placements will be handled under the agreed terms. Where appropriate, use a memorable campaign URL, offer code or enquiry question to help understand response.
Enquiries can come from several channels and people may respond later. Report response indicators alongside delivery evidence without claiming that every sale was caused by radio.
What to include when requesting a radio quote
Share your business objective, target locations, intended audience, preferred languages, flight dates and available budget. Say whether you already have approved audio, need production, or have a station preference. Include the offer, response route and any deadline that cannot move.
Advertified can use this brief to shape a radio recommendation and explain the proposed schedule and cost components. Rates, inventory and campaign commitments depend on the specific proposal and confirmations; this guide is not a rate card.