Satellite Radio Advertising vs FM Radio Advertising

It’s a debate for the ages… Ok maybe not quite that dramatic but it is a debate and a question that any business person looking to reach their target audience needs to ask themselves. Both have their pros and cons. As someone who works in the industry on a daily basis and has made countless media buys and who’s voice is heard on hundreds of radio commercials for both Satellite radio and FM Radio – let me share with you some of the things I’ve learded over the years so you can make an informed decision.
Let’s start out with FM radio. If you are looking to reach a specific city or just a few cities this may be the best route for you to take. The messages can be tailored to each individual city and population. It can be targeted down very narrowly by city, format and time of day. The costs will vary depending on the city you want to be on the air in. The larger the city – the higher the cost per airing. Don’t expect to run a radio campaign and get the same results in Des Moines as you would in NYC on the same budget, have realistic expectations for price differences based on station, time of day, and population.
Now let’s look at Satellite Radio Advertising. This has to be one of the most cost effective ways to reach a national audience on a budget. If your business has no geographic restrictions when it comes to finding new clientele – this may be the route for you. Satellite radio offers quite a bit of targeted programming to reach virtually any demographics, at targeted times of the day for a fraction of what it would cost to air individual FM campaigns in individual cities. Granted you are penetrating less people per square miles than a targeted FM campaign in an individual city, you are still reaching thousands in a wider geographic area. If you have the budget of a company like say “Pepsi”, you will likely want to do both. However, if you are a smaller dot com or a start up wanting to reach a national audience this is a decent route to take. The amount of listeners to major satellite radio stations (like CNN, FOX News, Oprah, Martha, etc) often equals to that of about two major market cities combined. While you may pay anywhere from $400 - $800 per spot in the major markets for FM to reach that kind of an audience, on satellite it will likely be a fraction of that depending on the time of day and station you are on.
Both Satellite radio and FM radio have their pros and cons. It’s all about identifying what avenue is right for your business and your budget. If you need any help with this – Feel free to drop me an email any time or give me a call. I would be happy to answer your questions.
An effective marketing plan starts with an experienced marketing team. If you have any questions about TV Advertising or Radio Advertising call me anytime - (231)468-9972 or email us here. Or visit .  My company has been one of the most trusted names in Television Advertising and Radio Advertising for years.

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