Radio
Terrestrial and streaming audio
The one channel the camera cannot reach.
Radio is the exception to everything else on this site. Video does not run here and never will. What travels from the production is the writing, the voice and the sound - and those are most of what a radio spot is.
Why audio moves this channel
Where radio earns its place
Radio reaches the homeowner in the one place a screen does not: the car. It is also the cheapest way to add frequency to a campaign that already has a message, because the message is the expensive part and it is already made. What it cannot do is carry a brand on its own, which is why it is bought alongside TV and streaming rather than instead of them.
What this channel is
Local spot buys on terrestrial stations, plus audio inventory on the streaming services people actually listen to in a work truck. It reaches the same homeowner as broadcast, at the hours a screen cannot: the commute, the job site, the drive between calls.
How we run it
- Buys placed against your service area and the dayparts a homeowner is actually in the car
- Frequency planned deliberately - radio works by repetition and fails without it
- Scripts built around one idea and one action, because a listener cannot re-read a line
- The phone number and the offer said in the clear, more than once
- Run against the same message as TV and streaming, so a household hears one campaign rather than three
Where the audio comes in
The shoot is where the radio spot gets written, whether or not anyone plans it that way. The script that carries the TV cut carries the radio read. The voice is already cast. The sound design is already built. Radio is not video repurposed, but it is the same campaign spoken instead of shown, and it costs a fraction of what it costs to originate separately.
- The script is the asset. A radio spot is thirty seconds of writing and a voice, and both already exist by the end of the production.
- One voice across TV, streaming and radio makes three buys sound like one company rather than three vendors.
- Sound design and music beds from the video edit carry straight over, so the spot is produced rather than read flat.
- Radio has no click. The number and the offer have to be said aloud, twice, and written that way from the start.
The rest of the system
Put video at the center
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