Radio Advertising Examples

 THE EVER-SHORTENING WORLD

The number of lollies in the pack may be the same but have you noticed how the individual sweets have gone anorexic. The old wrappers are too large for the tiny new temptations. The same thing is happening on the radio.

The workhorse of radio advertising has long been the 30 second spot. But times have and are continuing to change. In particular, the time allotted for properly paced commercials is changing.

The sacred 30 seconds is under threat of erosion. As an endangered species, the radio 30 could soon turn out like the 15 and 20-second verbal blitzkrieg versions we see on free to air TV.

THE 5 SEC HIT

On a recent visit to the West Isle, there was a 5 second TV spot on Gold Coast television. Yes, a 5 second stand lone TV spot. Now here comes both the good and bad news. On the good side, I think it was for an online ad agency so it showed a certain brave new world approach.

The bad news is I can’t remember the name of the sponsor/ad agency. Oops. That’s a fairly important factor. Perhaps I need to see the 5 sec spot about 6 times? Hey, that would make 30 seconds.

So the challenge goes out to the copywriters and producers. To the engineers and voice over artists. We need a concerted effort to maintain the premier position of the thirty-second spot.

Media Buyers need to be reminded that compared to shorter ads, 30 second radio advertising messages are more cost efficient and effective at building brand awareness and driving sales.

A 30-second time frame gives the creative writers and producers time to develop a theme or storyline with a beginning, middle and end. Something interesting that the audience will listen to and act on.

Perhaps your advertising agency or the local radio station writers can provide some 30 Second Radio Script Examples.

HOW LONG SHOULD IT BE?

When paced at about 2 to 3 words per second the average 30 second script will have about 75 words.

As with all media, the amount of time or space needs to be as little as possible but as much as is needed.

Sometimes you need more than thirty seconds. However, to include all the information needs too many words. The listener will just shut it all out. The Sales Director will want to include every last detail. Somewhere there has to be a voice of reason.

Rather than rush to get all the extra words in or make the engineering speed everything up, why not divide the story into two and have two award-winning 30 Second Radio Script Examples.

If you’re stuck for an idea for a new radio script or having a bout of writer’s block call on the business audio experts at Media Group NZ. Get access to experienced producers and superior scripts developed by skillful copywriters. Head to www.mediagroup.co.nz

Here's How You Should Write a TV Commercial

In the formulative years of the television industry, there was an acute shortage of capable scriptwriters. There were experienced writers for stage work, radio ads and specialist press copywriters in abundance. However, TV Commercial Script Writing was a new frontier.

While the first television broadcasts went to air in the USA in the late 1920s any form of advertising on television was prohibited. The Federal Communications Commission distributed commercial TV licences to 10 stations in May 1941.  

The first TV Commercial went to air 5 weeks later on July 1, 1941. Prior to the start of a ball game between the Brooklyn Dodgers and the Philadelphia Phillies, viewers were treated to a 10-second spot for Bulova Watches.

From there the floodgates swung open. Advertising grew to be the force behind the TV industry. Just a few decades later in Australia, Sydney TV audiences were being bombarded with commercials that ran 90 seconds. It was a boom time for TV Commercial Script Writing.

The TV industry flourished and socked away the bulk of many nation’s promotional budgets for years. Global advertising giants like McCann-Erickson, the Coca-Cola agency wielded huge influence in world markets.

SHOW THEM THE MONEY

The once lowly writer of TV commercials rose to god-like stature throughout the Ad Agency fraternity. Along with the reputation came the big bucks.

Copywriters cranking out TV campaigns began taking advantage of their position to move from agency to agency for ever-growing piles of money. They would quickly dump brand loyalty for a bucket of cash. A bit like footballers really??

Many took their work and sometimes appropriated other writer’s stuff to enter in every Advertising Award show. With every award won, their hiring price increased.

The digital revolution created more opportunities for TV Commercial writers and producers. The numbers of writers increased dramatically, however, a lot of chaff survived the threshing and finished up alongside the talented individuals.

Now when you need a competent scriptwriter you can waste days sorting the rubbish scribblers from the talented writers.

MEDIA GROUP IS A HEAD START

Media Group have assembled a dynamic team of experienced script writers. They’re available now to work on your brief for new TV Commercial scripts.

Don’t get caught in the same old rut if the results keep disappointing. Head to where you’ll get a fresh approach from a team that loves trying something new. www.mediagroup.co.nz