Why Does It Cost So Much To Buy Airtime On The Radio?! By: Adam Philip Goran

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1 Why Does It Cost So Much To Buy Airtime On The Radio?! By: Adam Philip Goran Ace 270 Dr. Michael Ward Consumer Economics Project April 29 th 2000

2 Introduction: I went back home for winter break to appease my parents. I quickly realized why I had been avoiding going home so much. There was nothing to do there at all. One day when I was especially bored, I flipped on the radio. An absolutely wretched commercial came on. The speaker's voice was very nasal and sounded like he had a ton of phlegm in his throat. I wondered how any business would actually pay to have an announcer like that speak on their behalf. The music came back on and I was soothed, but after that set the same annoying commercial came back on again! To say I was upset would be an understatement. The longer I listened to this voice, the more I wanted to just punch something. I can't re-iterate enough just how awful this commercial was. I began to wonder just how much it costs to buy airtime for myself so that I could pay a different announcer to curse and badmouth the announcer in the first commercial. While this seemed like a good idea at the time, I didn't know what I was getting myself into. As a joke, I called up a local radio station in Chicago and inquired about purchasing airtime. I was shocked when I was told just how much it costs to purchase 30 seconds of airtime to air for one single commercial. That put a quick end to my radio hopes and dreams. When I returned from winter break I actually got a job at a radio station in Urbana. This is when I began to wonder if it cost the same to purchase airtime in Urbana as opposed to Chicago. I figured it would cost the same to buy airtime in Urbana as compared to Chicago or any other city for that matter. After making several calls and having a few interviews, this is what I found out.

3 Data: The Urbana radio station in these examples is X-Treme Radio 93x (WEBX 93.5 FM) The Chicago radio station in these examples is Q101 (WKQX FM) The data on WKQX was collected via telephone. I contacted members of their sales staff, and after explaining this project to them, they were more then happy to share pricing information with me. The data on WEBX was collected via a first hand interview with the general manager of the station. Additional data was collected from interviews with several family friends who were quite knowledgeable in the areas of advertising and accounting. The reason I chose to get pricing information in 30-second increments was that these are the standard increments for commercial times. While 90-second commercials do exist, they are not very commonly purchased. Additionally, commercials fewer than 30 seconds also exist, but again are not very common. The use of evening and daytime prices is to show the general range of prices for purchasing airtime. As in all cases there are various external forces which effect prices, but for argument sake are not factored in. Some of these cases, such as the concept of industry trade are elaborated on in the discussion section. The data itself is very straight-forward and provides and excellent snapshot of costing of airtime in both markets in question. It answers my question very well because the question was also straight-forward in nature. By examining the trends in the data as well as the background information I provide the answer to my question is very clear.

4 Day (6am-6pm) Night/Overnight (7pm- 5am) Cost Of 30 Seconds Of Airtime In Urbana Cost Of 60 Seconds Of Airtime In Urbana Cost Of 30 Seconds Of Airtime In Chicago $30 $50 $500 $700 $50 $60 $300 $500 Cost Of 60 Seconds Of Airtime In Chicago Sec. 60 Sec. 30 Sec. Night 60 Sec. Night 93x Q101

5 Day (6am-6pm) Night/Overnight (7pm-5am) Cost Of A block of Second Commercials In Urbana Cost Of A block of Second Commercials In Urbana Cost Of A block of Second Commercials In Chicago $250 $450 $4500 $6500 $450 $550 $2500 $4500 Cost Of A block of Second Commercials In Chicago x Q Sec. Sec. Sec. Sec. Day Day Night Night

6 Discussion: This data is exciting because it covers many areas of discussion from class. It touches on externalities as well as tax implications to name a few. What does all that mean though? It is obvious by looking at the data that it is more expensive to purchase airtime during the night as opposed to during the day in Urbana, and the opposite in Chicago. The question then becomes "Why?" After speaking to the general manager of WEBX he informed me that the target demographic is males between the ages of 18 and 34. The time of day when people who fall into this category listen the most is during the evening hours. Therefor, WEBX charges more to advertise during these hours, when the target audience is largest. WKQX has a demographic similar to WEBX so one would assume night airtime would cost more for the same reason. This is not the case. The way it was explained to me was that WKQX is owned by a firm that owns several radio stations. There is a nationally syndicated morning show on WKQX known as Mancow's Morning Madhouse. Since this show is nationally syndicated and very highly rated, it costs a great deal more to advertise during this time then at any other time on WKQX. This still doesn't answer why it is more expensive to advertise in Chicago then in Urbana. The answer to this question lies in what is known as market numbering. Each major city is assigned a market number by the radio gods. This number is based on population, size of total audience as well as major industry in the city. The lower the number, the bigger the market is. Chicago happens to be market number 3, where as Urbana is market number 209. While at first I assumed it would cost the same to advertise in Urbana and Chicago I quickly learned why I was very wrong. The main

7 benefit of being in a larger market is that on average, a larger portion of the general population listens to the radio every day then in a smaller market. The total number of people in the city is also a factor here. With millions of people who can be listening at any one point in time, an advertisement on air in a large market will reach more people then in a smaller market. Basically, even a smaller percentage of a big pie can be greater then a larger percentage of a smaller pie. If you have a business you are going to want as many people as possible to be informed about your product or service. High airtime rates are justified in a large market such as Chicago because the exposure rate is so high. What does this all mean to the average consumer? Higher priced airtime tends to force businesses into coming up with more creative commercials. Considering the pricing scheme it does not make sense to pay a company several hundred dollars for an announcer performing a dry read of a part. As time progresses it becomes increasingly difficult to come up with original ideas for commercials. According to the general manager of WEBX, this insures that the "Quality of the product in the commercial justifies the cost." In economic terms it seems that people who live in larger markets tend to receive higher utility from commercials that are played. It is possible that people in smaller markets are on the same utility curve but receive less utility then the people in the larger markets. It is also possible that the people in the smaller markets might be on a lesser curve altogether. It is difficult to gauge the actual utility gained from a commercial just by listening to it. Perhaps a better way to interpret this data would be by customer surveys. Retailers who had purchased airtime could ask customers if hearing the ad affected their purchasing decision.

8 The data is very straight forward and the graphs clearly dictate that it is much more costly to purchase airtime in market number 3 as opposed to number 209. There is, however, an explanation for this which has not yet been discussed. Industry trade is the term given to describe a situation whereby a company will provide a product or service instead of paying cash for purchasing commercial airtime. In Urbana, industry trade occurs much more frequently then in Chicago. The reasoning behind this is that companies in Chicago tend to be larger then the ones in Urbana. Most companies in Urbana are not national and many do not even have out of state branches. In Chicago companies tend to be larger. What does that matter though? In Chicago most radio stations are owned by large public corporations. For example, CBS broadcasting purchased WXRT in Chicago several years ago. WXRT was and still is a popular rock station that was originally owned and privately held by one family. Now that it operates under a larger corporate umbrella, all policies must be reviewed by a board of directors. The type and style of management has changed after this corporate buyout. I was given this information by one of the station's executives who used to be married to my aunt. These types of operations are such that when trades are done, it is on a much smaller scale. For example, theatre tickets may be given to the executives of the station. The larger stations are so successful because they can gross millions of dollars a year in advertising revenue. To gross a million dollars in advertising revenue in Urbana is unheard of. To induce people to advertise more airtime will be traded for products and services. These can range from t-shirts to free movie passes. The product which was traded for can then be used as a prize on the air. This is advantageous for a station to do, because it cuts down the amount of money that needs to be spent as far as the promotions

9 budget. At 93x for example, many of the station's computers have been traded out for. The computers are necessary in the offices and instead of expending a large amount of money for them, the companies were given airtime. It is also interesting to consider the possible income tax implications related to the trading of services and goods for other services. I consulted with several certified public accountants in Chicago and some accounting professors at Northeastern Illinois University in Chicago. When a business pays for advertising time, they have a deductible business expense. The radio stations will have taxable income recognized when the revenue is either earned or cash is received. When a business contributes items like tickets, computers or t-shirts to a radio station, the company will still have a deductible business expense. The expense might be considered a promotional cost rather than an advertising item, but it will still be considered tax deductible. However, radio stations will also have ".. income based upon the fair market value of the goods or services received." From what I have inferred from my conversations with people, many of the smaller radio stations may not be reporting these non-cash items as income, or even notifying their accountants of their values. Because of this, smaller radio stations are able to get away with reporting less taxable income. This saves the smaller stations a good portion of money and they will not have to charge as much for things such as airtime. Conclusion: This project was done in a very unscientific manner. There were many factors that were not even touched on that effect the pricing of airtime. Apparently depending on what time of the year it is, pricing for airtime might shift as much as by 25%. The reasons

10 I chose not to take factors like this into account was because I was not familiar with enough forms of statistical analysis. By leaving these areas untouched I am able to draw more definitive conclusions from the data that I was able to gather. What I have learned however is that radio advertising is a very effective way to reach your target audience. Although prices may be high in some areas, the exposure your ad will receive more then justifies the cost in my opinion. Also, it is important to differentiate that there are two different ways that a company can advertise. The most common way is pretty much to purchase airtime. The cost of the time will be determined by the market size, and the time of day the ad will be aired. A second type of advertising that a company can utilize is corporate sponsorship of an event that will be televised and also broadcast on the radio. I contacted the president and owner of the company Beat The Pro Enterprises (who happens to be my uncle.) Beat The Pro is a golf television show in Chicago where Chrysler-Plymouth sponsors a special shoot-out event that is televised on ABC for 10 weeks each summer as well as broadcast on AM radio. Chrysler-Plymouth dealers believed that the "soft-sell" advertising and sponsorship on television would provide them with the recognition in the market place in Chicago that they wanted. However, a more costly sponsorship to provide radio airtime was not warranted because they did not think it would provide the benefits that they wanted. What my uncle explained to me though was that they did not have any scientific study to base this off of and that Chrysler-Plymouth acted on their own behalf because their advertising agency discouraged them from a sponsorship at all to begin with. I think its kind of obvious though that a lot of subjective decision making goes into whether or

11 not a company is going to purchase airtime for advertising, however, the range of payments for airtimes it seems is more standardized based upon market size. To be honest, that example really didn't have all that much to do with why advertising is costly on the radio, but I found it very interesting to learn motivations behind why people choose to advertise or not to advertise in a specific medium.

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