Radio advertising scripts ensure commercials are the correct length and can include actors’ lines and sound effects. Ad revenue is crucial for radio stations, with most commercials lasting 30 or 60 seconds. There are two types of radio commercials, one using actors and the other using radio personalities who may receive a script or guidelines.
A radio advertising script is a written document that can be used in creating an advertisement. Radio spots are usually between 15 and 60 seconds long, so one of the main purposes of a script is to ensure that the advert is of the correct length. The two main types of radio ads use actors or radio personalities and both can use scripts. In the case of a pre-recorded announcement that uses actors, the script will typically include their lines as well as necessary sound effects and other directions. A radio advertising script meant for a disc jockey or talk show host can provide more leeway, although there is usually still some type of message or specific information included.
Ad revenue is how many radio stations make money, as these paid commercials can be played during talk shows or between songs. Most are 30 or 60 seconds long, which can help station schedules accordingly. The first part of any radio commercial production process typically involves writing a script. In order to ensure that a commercial has the correct length, the general rule of thumb is that a 60-second radio commercial script should be around 185 words long. To write a point lasting only 30 seconds, this figure would have to be cut in half.
There are two main types of radio commercials, each of which has a different production process. The first type is usually pre-recorded and involves professional actors or friends and employees of the company paying for the ad. These commercials follow a script that may structure each actor’s dialogue as well as other directions. The script can include sound effects and anything else needed for the production.
Radio personalities, such as disc jockeys and talk show hosts, are often paid to endorse products as well. In some cases, the host or jockey will receive a radio advertising script to read on the air. This type of endorsement can also be pre-recorded and played back later, just like productions involving professional actors. Some personalities are offered more latitude, in which case the radio advertising script may serve more as a set of guidelines. The advertiser may have a specific message or information, such as a phone number, that needs to be said on the air, and then the disc jockey or talk show host can authorize the rest.
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