Radio jargon can be confusing, with many terms meaning something different in our industry compared to others. Our glossary will help you understand some of the key terms you will come across when looking at radio survey data or radio advertising.

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 at midnight on Newstalk ZB.

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.

The actual cost of delivering an advertiser’s message to 1000 pairs of ears.

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.

A standard division of schedulable station time. Dayparts are named, for example Breakfast represents a stations’ weekday 6am-9am daypart.

The average number of times an advertisement will be heard by an individual in the selected target audience during the campaign.

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.

Promotional activity at a specific location in conjunction with an event such as a store opening.

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.

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.

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.

Where station street teams hand out samples of advertiser’s products. Often combined with live crossover content.

Station share is the percentage of all radio listening that is done to a station over a week; it takes into account the number of people listening and how long they listen. 

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.

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’.

This is the average time a listener spends with a station or segment. TSL essentially represents listener loyalty to station

Traffic report intro and outros featuring advertising branding on NZME stations.