In general, television is more expensive than radio, but creates greater impact more quickly. Spot television purchased locally is a powerful extension of the national media plan. Television offers unique selling capabilities with its ability to elicit human emotions and is also an excellent way to reach the target audience.
Depending on your budget, radio is an excellent alternative to local television. Radio works well as a support medium and has lower costs relative to television. Radio allows you to selectively target specific demographics through a variety of stations and formats.
The higher the number of GRPs each week, the stronger the schedule.
NAR recommends the following strategies for local television and radio.
- Supplement national network television with local market television
This is an excellent way to spend your local media dollars effectively. With this strategy, additional local television time is purchased to run during the same weeks that the national campaign is running a mix of network TV, cable, and network radio. On average, the national plan delivers 120 GRPs per week. We recommend local associations supplement this with 30 GRPs in their local markets by adding spots in local news and sports programs.
- Supplement national network television with local market radio
If local television is beyond your budget, radio is a great way to deliver impact. As with television, the goal is to achieve 150 GRPs by purchasing 30 additional local market radio GRPs.
- Supplement national network radio with local radio
During the weeks that the national campaign is running only on radio, the average weekly delivery is 75 GRPs per week. We recommend adding another 75 local radio GRPs in your market.
- Fill in non-national weeks with local market television or radio at 100-150 GRPs
If your local association is involved in specific events, support them with radio spots.
Sample Primetime Schedule
