Media Planning

How is radio planned?


In 2017, radio is far more than a “Reach and Frequency” medium. As radio continues to innovate, it has adapted to the world of digital and rather than live in its shadow, the medium has taken full advantage of the online space, using websites, apps and social media as an additional way to connect with its audience.

In an average week over 95% of Australians are reached by broadcast radio alone. Though how exactly does a business plan an effective radio campaign?

There are two essential elements that should be determined before all else:

  • Who the target audience is (reach)
  • How often they need to hear the ad to take action (frequency)

Once a buisness knows who they are trying to communicate with, ratings data can help determine which stations this audience listen to, and equally importantly, when they are listening.

With this information, the creative can be tailored to suit the the feel of the selected stations. For example, a voiceover used to deliver the message on a talkback station or perhaps the use of a jingle for a music based station.

Need help determining the best station to reach your audience? Contact us today for assistance in creating a radio campaign plan.

Contact us today and we can help you develop a plan to get your campaign on the air. Click here to request a free radio plan

For any further information, please contact Leo Hronsky at