How to Get Advertisers for Internet Radio Station/Podcast

November 23, 2020 | Hugues 

Are you wondering how to get advertisers for your internet station/podcast?

Cast your worries aside...

Today, you'll learn: 

  • How to find companies or individuals that want to run ads; 
  • Definition of an advertising package and ways to create one; 
  • Ways to get noticed by potential advertisers;
  • Joining radio ad networks and what they provide. 


Pysched to make money with radio and podcast ads?

Keep reading... 

Chapter 1: Getting started with radio advertising

Chapter 2:  What show sponsors or advertisers consider

Chapter 3: Five Places to Find Advertisers

Part 1: 

Getting started with radio advertising


Here is the thing to note:

Radio ads are very effective! Listening to a radio ad only three times is deemed sufficient for effective message delivery. 

Lots of businesses know this secret. So, they are always seeking new podcasts and radio shows to feature their ads. 

What does this mean for you?

Well, a potential revenue source. Money from ads will allow you to keep the lights on and produce new shows. 

To get started, you only need a thriving fanbase of loyal listeners. But first, here are some basic things to know: 

Time slots

It's the interval of time allocated for airing the ad. Time slots are scattered throughout the broadcast day. 

Now, stations experience fluctuations in the number of listeners.

Mornings and afternoons are prime for advertisers. Listenership spikes as people catch their favorite drivetime shows while driving to work or back home.

Fewer people listen during mid-days and evenings. Such segments, therefore, lean heavily on music, dramas, comedies, documentaries, etc. 

For internet radio shows, traditional dayparts may not apply! It takes out-of-box thinking to ensure that ads reach all online listeners, for instance, running the same ad for more hours in the broadcast day, even during off-peaks.

Ad placement 

Ad placement refers to the strategy used by advertisers to plan for placements of ads at different radio stations or podcasts. 

Most want their ads to reach a vast audience within a short time span. The advertiser will also ensure that they have targeted the right demographic and market segment.

Therefore, it's essential to demonstrate to the advertiser that you're the most suitable station to work with. 

Some radio stations proactively advertise their services on-air by featuring recommendations from past advertising customers. 

They recognize that their potential clients might be listening to the radio station or podcast at any given moment.

Advertisement packages

You can use advertising packages as one of the tactics to lure advertisers. What does it entail?

Simply create affordable packages for different tiers and budget ranges. For instance, one package can feature ad placement in the most popular shows. 

For a more modest budget, consider a package that features ad placements on less popular shows that may air during the mid-days or evenings. 

An ad package may include placement of advertisement banners on the radio’s website or regular social media shoutouts. 

Part 2: 

What show sponsors or advertisers consider?

Sponsors and advertisers are humans first. 

So expect them to consider their interests.  

Will your radio or podcast show further their goals, generate more listeners, distribute their message, etc. 

They want the most mileage for their “spend.” Here are more goals and desired outcomes an advertiser may harbor: 


1. Additional publicity

Radio ads need to draw attention to the advertisers' brand. For instance, by increasing the frequency at which people mention the brand on social media.

Successful campaigns may also increase web traffic on the advertiser’s website, result in more sign-ups or additional sales. Mentions on the radio also reaffirms the brand's image or position as a market leader.

2. Synergy

Not all radio stations will have the right synergy or "marriage" with the client's products and services. An energy drink company may not reserve slots on a Political Talk Show or Podcast.

But they may partner with a dynamic and vibrant Top Hits radio station or entertainment podcast.

3. Audience demographic

"Who listens to the radio station or podcast?" It's a question potential advertisers ask. 

It's essential to target potential customers. A local fast food joint is not interested in reaching a nationwide audience. They want ads to generate more walk-ins. 

Numbers also matter! If you have the numbers, all sorts of companies will come calling. 

4. Cost effective & affordable ads

Consider that 1000 people may listen to a burger ad but only 20 people will visit the store.

Advertisers are constantly weighing the cost of advertising and the potential rewards generated. 

Right after their ad airs, they will be checking their product sales or website traffic to see if there is a spike (determining radio attribution tends to be complex). 

5. Flexible ad packages

All serious radios, podcasts, and tv stations have advertisement packages. They specify the number of slots included in each plan, length of ads, frequency of ads, and other extras.

You must create attractive packages.

Part 3:  

Five Places to Find Advertisers


There are several places where you can find advertisers for your radio or podcast.


A simple strategy is to list radio stations or podcasts that have the same content and listenership as your programs.

Narrow down the companies that are currently running ads on these shows, and create a plan to reach out to them.

Advertisers are always interested in broadening the reach of their ads and as long as you can prove that you have the audience, they will be likely to take you up on your offer.

Here are additional measures you can implement. 

1. Create an advertising page 

Visit a popular radio station or podcast website. Search for the advertiser’s page.

Well, this is the first step to understanding what an effective advertisers page should contain.

Next, add an advertising website page for your radio station or podcast showcasing different advertising packages so that businesses can easily understand what you can offer.

Don’t take the lazy approach and just quote a number people can use to contact you.
Make interesting offers that are competitive from other radio stations to get advertisers enticed. 

You can also create a FAQ to answer potential questions businesses may have. 

Sirius radio advertisement page

Sirius.xm advertisers page - example.

They have an eye-catching design and effective headline: "Looking to make an impact?" Well, of course yes.

iheart media - advertisers page

iHeart MEDIA also has an effective advertisers page with plenty of contact information and benefits of advertising on the media platform. For instance, they clearly state that they reach 9 out of 10 Americans every month.

2. Join radio advertisement networks 

Joining a radio network is more worthwhile if you’re a small station and can’t generate the requisite numbers to land a huge advertising deal.

Radio networks act as agencies that present a group of stations to advertisers. These companies handle all the challenging aspects such as finding advertisers, promoting shows, hosting, or negotiating rates. 

While they make finding advertisers simpler, partnered shows have limited control over the companies running ads on their stations. They also have to agree to the rates offered by the network after they have deducted their fees and profits. 

Therefore, before joining a radio or podcast advertising network conduct thorough research to uncover all the pros and cons of this move. Gauge whether it’s better to operate independently.

What are some popular advertisement networks for radio and podcasts?

Check out the following options: 

  • Ad Tonos - URL: https://www.adtonos.com/ 
  • Jelli - URL: https://www.jelli.com/
  • Targetspot - URL: https://www.targetspot.com/ 
  • MidRoll claims to be the largest podcast advertising network URL: https://www.midroll.com/
Adtonos advertising

AdTonos publishers page for online radio stations

3. Contact advertisers directly 

Directly contacting advertisers is one of the best ways to get them on board especially if you are a small radio station.

You can contact advertisers through phone or Email. Try and tackle the problems they are facing and explain how the station can help.

Address issues like what you have to offer, your audience demographics, and the beneficial terms they get like; site banners and the time slots.

For the radio station to retain and obtain more advertisers regularly, ran an email campaign to notify potential advertisers about your program.

Share brief information on the services and packages you offer.

 4. Wait for advertisers

You can wait for advertisers to reach out, and this mainly depends on the popularity of the show.

If you don't have a ton of listeners, it is unlikely that advertisers will consider you. There will be delays in filling the advertisement slot. You're also not guaranteed that any advertisers will eventually reach out.

If you opt for this route, heavily promote your radio station and ensure it has the best shows. The more you make your radio station known, the more likely an advertiser will discover you.

Check all the boxes when it comes to what advertisers look out for (plenty of listeners, consistent demographics, good packages, etc).

5. Searching for advertisers

Finding advertisers proactively can have a higher success than expecting them to show up but it tends to be involving and ardorous. 

How can you achieve success without heavy exertion.

 Target small local businesses and professionals first.

You can then expand to medium sized businesses and fast growing startups that want to promote their online services to users across the globe.

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