{"id":12168,"date":"2020-12-09T15:01:19","date_gmt":"2020-12-09T15:01:19","guid":{"rendered":"https:\/\/bunnystudio.com\/blog\/?p=12168"},"modified":"2025-03-24T17:02:15","modified_gmt":"2025-03-24T17:02:15","slug":"radio-commercial-scripts-how-and-why","status":"publish","type":"post","link":"https:\/\/bunnystudio.com\/blog\/radio-commercial-scripts-how-and-why\/","title":{"rendered":"Radio Commercial Scripts: How and Why"},"content":{"rendered":"

Although it\u2019s true that audio ads seem to be taking the cake these days, there\u2019s always going to be a need for radio ads. We\u2019ll learn how to craft<\/a> radio commercial scripts and then create some examples to better show the process.<\/p>\n

Radio Commercial Scripts: Some Background First<\/strong><\/h2>\n

There are some things we should ask ourselves before we try to create<\/a> a radio commercial script.<\/p>\n

A Sense of Urgency <\/em><\/strong><\/h3>\n

Radio ads often have to compete for the listener\u2019s attention. This is quite logical when we consider the environment they\u2019re designed for. A radio listener<\/a> may very well be driving, for example, and thus not necessarily invested in listening to radio advertisements.<\/p>\n

Audio ads, on the other hand, may feature a less strenuous tone. They\u2019re often designed for a listener who is working on their computer, often wearing headphones. This obviously means that there is less of a need for urgency and the ad may be a bit more conversational in tone.<\/p>\n

The first thing we need to figure out in our radio commercial script is how much sense of urgency it needs to have. There will be some cases where even a radio ad<\/a> can strike a less strident tone.<\/p>\n

Jingle or Not<\/em><\/strong><\/h3>\n

There are several types of radio commercial script which we can create<\/a>. Jingles were a very popular form of radio commercial back in the day. A jingle, as we know, is essentially a catchy tune, which has been specifically created to promote a particular product or service. Nowadays, jingles have declined in importance.<\/p>\n

Audio Ads vs. Radio Commercials<\/em><\/strong><\/h3>\n

Choosing between an audio commercial script or a radio commercial script is an important step. There are some things to take into account.<\/p>\n

Radio commercials run exclusively on radio<\/a>. Audio ads, on the other hand, can run across a more varied gamut of online platforms. There is also a specificity to audio ads which is quite important. By using algorithmic approaches they can pinpoint the ad to very specific audiences.<\/p>\n

How to choose then? Well, we need to ask ourselves a few simple things. Are we trying to have a general approach or a more specific approach? If the product\/service advertised is aimed at a rather general audience, then crafting a radio commercial script will be best. If, on the other hand, the product is aimed at a more specific audience, then an audio ad may be best. An ad for a large chain of supermarkets will go on the radio, whilst an ad for a new music album may be best as an audio ad on an online platform.<\/p>\n

\"radio<\/p>\n

Live vs. Pre-Recorded Radio Commercial Scripts<\/em><\/strong><\/h3>\n

Live radio commercials are quite interesting. They\u2019ll usually be read out by a radio announcer or DJ. One such example is the following sample created by the Substance Abuse and Mental Health Services Administration in the United States:<\/p>\n

\u00a0\u201cWe all have the power to increase the prevention of substance use and promotion of mental health in [INSERT COMMUNITY]\u2014whether by supporting someone who\u2019s going through a difficult time, or instilling healthy habits in our children from an early age. Join others in [INSERT COMMUNITY] by making each day count during National Prevention Week 2017, May 14th to the 20th. Visit [RADIO STATION NAME]\u2019s website at [WEBSITE ADDRESS] to learn more. Sponsored by the Substance Abuse and Mental Health Services Administration and [INSERT ORGANIZATION].\u201d<\/h4>\n

The other case of radio commercial scripts is that of more typical pre-recorded ads. In this case, we\u2019re talking about a more traditional type of ad which was recorded, edited etc. Obviously, a radio ad like this will generally be a bit more polished than a live-read. One such example is this NHS ad<\/a>:<\/p>\n

\u201cFemale narrator<\/u>:<\/strong> We are here every day and every night of every year.
\n[Sound of ambulance siren\/ hospital bed going through doors\/footsteps down corridor.<\/em>]
\nFrom new-born to old age.
\n[Sound of baby crying\/scanner\/beep of monitor\/heartbeat\/oxygen tank.<\/em>]
\nWe never panic.
\n[Phone ring tone\/NHS employee answers: “How can I help?”<\/em>]
\nWe take a pulse, agree a plan, make a cuppa.
\n[Beep of heart monitor\/talking\/cup of tea being made.<\/em>]
\nWe\u2019re doing our rounds\u2026 making our visits.
\n[Ring of a door bell\/door opening\/voice saying “Hiya”.<\/em>]
\nWe are Michelle, Adan, Alfie, Frankie, Yvonne. And at 3.49 this morning we were Maisie, too.
\n[A newborn baby\u2019s cry.<\/em>]
\nWe are the NHS.
\n[Nurse leaves for the night saying “Night, love” to colleagues.<\/em>]
\nWe are recruiting now. Search “nursing careers\u201d.<\/h4>\n

Basic Structure of Radio Commercial Scripts<\/em><\/strong><\/h3>\n

Note that there are different things<\/a> we can do with our radio commercial script. We can use several different styles<\/a> and ideas<\/a>:<\/p>\n