also known as ‘Liners’
Announcer-read promotion of an advertiser’s product or promotions. Ad-libs are designed to sound chatty and spontaneous. They are often used to create hype around promotions. Ad-libs are 30 or 60 seconds long, can be live or pre-recorded, and are created based on bullet points received from advertisers.
Advertorials are comprehensive announcer ad-libs, which mix station/announcer endorsements and copy pointers from advertisers. They are in question and answer format between DJ and advertiser. Advertorials usually are 3-4 minutes in length, and run during programme time.
This is the average audience a station or segment will deliver (i.e., one spot will, on average, deliver this audience). The approximate number of listeners you will reach in any given quarter hour of the station and time zone selected.
Special spot advertisements placed adjacent to the news at the hour.
Customisable webpage advertising space, links to advertiser’s website or a micro site. Banners usually feature at the top of a webpage, and span the majority of the width of the page.
Customisable webpage advertising space, links to advertiser’s website or a micro site. Buttons are smaller in size than banners, and are placed in narrower sections of the webpage – for example, in the columns to the left and the right of the main page content.
The components of a contest that go to air, which encourage listeners to enter to win something. The duration of the element varies depending on what is involved. Often the element contains a call to action, e.g., ‘Call now to win XYZ’, and follows through with a listener who may answer a question, or is the right numbered caller. Contesting elements can be live or pre-recorded.
Cost Per Thousand Impacts
The actual cost of delivering an advertiser’s message to 1000 pairs of ears.
Cost Per Thousand Reach
The actual cost of delivering an advertiser’s message to one percent of the target audience.
Services to design and produce audio material for airplay.
Announcer credits are often used in programme sponsorships, or accompanying giveaway activity. An announcer credit is approximately 6-secs in length, and includes the clients name and a short positioning statement. Announcer Credits are either spoken or recorded, depending on the activity.
Crossovers are live or pre-recorded reports conducted by station staff from a client’s premises, or an event. Crossovers are designed to create a sense of excitement and urgency, and provoke listeners to go to the crossover location for fear of missing out on savings, specials or giveaways. Crossovers are generally used in conjunction with sampling, on-sites and live broadcasts.
Cume is the theoretical maximum audience that a station can reach. Cume is the total number of different listeners who tune in to a radio station for at least 8 minutes within a daypart during the week.
An email newsletter sent to listeners that have registered on a station’s website.
also known as ‘Timezone’
A standard division of schedulable station time. Dayparts are named, for example Breakfast represents a stations’ weekday 6am-9am daypart.
also known as ‘OTH’
The average number of times an advertisement will be heard by an individual in the selected target audience during the campaign.
also known as ‘Sampling’
Where station street teams hand out samples of advertiser’s products. Often combined with live crossover content.
An impact is 1 person hearing an advertisement. Two impacts could be either two people hearing the advertisement once, or one person hearing the advertisement twice.
When the station broadcasts all or part of a show from an event or client’s business. All voice breaks are broadcast live from the venue, and most will mention where they are and why they are there to encourage listeners to join them and participate in the event/opening/launch.
Live activity on-air that clients can be involved with, for example, phone outs, ad-libs and advertorials.
Promotional activity at a specific location in conjunction with an event such as a store opening.
Opportunities To Hear
Broadcasting from outside of the studio, usually at live sporting events.
Where an announcer phones a client to discuss aspects of the client’s business. Phone outs are live or pre-recorded. They usually run for 2-3 minutes, although some stations have phone out features which run for up to 5 minutes.
Special audio content that can be downloaded MP3 players. Podcasts can be tagged with advertisements that the listener must play before proceeding to the content of the Podcast.
The actual on-air winner selection at the conclusion of a major promotion. Prize draws generally consists of the announcer calling the winner and telling them what they have won live to air.
Promotional trailers are a pre-recorded spot produced by the radio station and usually voiced by their corporate voice. Promotional trailers play directly before or after an announcer voice break or song. They are a branding tool designed to draw listener’s attention to promotions/events, and publicise activity the station is involved in. They are primarily about the station; any client inclusion is usually in the form of a credit mention, sometimes includes positioning statement.
Bespoke promotional activity offered by stations for advertisers.
This is the actual audience you can communicate with at least once during a campaign. Reach is the estimated number of individuals in the target audience who are reached at least once by a broadcast during a specific period of time.
Advertiser products dispensed by station street teams.
See ‘Ground Crew’.
Customisable webpage advertising space, links to advertiser’s website or a micro site. Skyscrapers usually feature at the side of a webpage, and are taller than they are wide.
Spots can be tagged with quick-SMS numbers to opt-in or access special offers via SMS vouchers.
Where a station replies via SMS to all texts they receive. This is often used to promote station events, shows, promotions, and competitions, and can mention a clients’ involvement in these activities.
Where stations encourage listener feedback via texting. SMS interation is used for requests, soliciting topical comments, voting for songs and entering competitions.
Couples an advertiser’s brand with a station, show, or feature.
Recorded commercial advertisements.
Spots are strategically placed across stations, time zones and markets. Spot lengths can be 15-sec, 30-sec, 45-sec, 60-sec, or 90-sec+.
Stings/sweepers are short naming credits two to four second in length. They accompany a station feature or during programming time, for example, ‘It’s the Hot 40 with Client Name’.
A platform to listen to radio online. The media player that pops-up on the station’s website can carry an advertiser’s logo.
Sponsorship of a music artist’s exclusive unplugged performances, viewable through certain station websites.
A specified audience or demographic group for which an advertising message is designed.
Time Spent Listening
This is the average time a listener spends with a station or segment. TSL essentially represents listener loyalty to station
Time Saver Traffic
Traffic report intro and outros featuring advertising branding. Time Saver Traffic operates across 8 networks in Auckland and 6 in Wellington.
Website activity usually accompanies an on-air promotion with the station. The station’s website is sometimes used as a channel for competition entries.
Website activity often includes a blurb about the promotion, information on how to enter, plus the client’s logo and links to their website.