Radio Advertising Glossary

A simple guide to common terms you may hear when booking radio advertising.

Spot

A spot refers to a single broadcast of your advert — one play of your commercial on air.

Spot length

The duration of your advert, measured in seconds.
The most common lengths are 20 seconds and 30 seconds.

Airtime

The specific times your advert is scheduled to play during the day (for example: breakfast, daytime, drive time).

Campaign

Your advertising activity over a set period, made up of multiple spots.

Schedule

The planned pattern of when your adverts will air, including days, times, and frequency.

Frequency

How often your advert is broadcast during your campaign.

Reach

The estimated number of different people who hear your advert at least once during your campaign.

OTH (Opportunities To Hear)

The average number of times each listener is likely to hear your advert during your campaign.
Higher OTH generally improves message recall.

TSA (Total Survey Area)

The geographical area used for audience measurement. This represents the full coverage area of the station.

Prime time

Peak listening periods, usually Daytimes which is: Breakfast (6am–10am, Mids (10am - 3pm) Drive Time (3pm–7pm). These slots typically carry higher demand.

Off-peak

Non-prime listening hours, often offering more cost-effective advertising opportunities.

Fixed position

Your advert plays in a guaranteed position within a commercial break (for example, first or last).

Run of schedule (ROS)

Your advert is placed across available airtime rather than fixed slots, helping maximise reach and value.

Copy

The written script of your advert.

Call to action

The part of your advert telling listeners what to do next — for example: visit a website, call a number, or visit a shop.

Standard advert production

Defined as:

A single professional voice from our available library of voiceovers (sourced via voiceovers.co.uk), mixed with library music and generic foley or sound effects as required.

Voiceover

The professional voice reading your advert. This does not include celebrity voices or sound-alike voices as these voiceovers set their own rate which hasn't been negotiated with Equity.

Bed music

Background music underneath your voiceover. Typically library music.

Sung jingle

A bespoke piece of music up to 40 seconds in length featuring a professional studio singer (we do not use AI). This creates a memorable musical identity for your brand.

Foley / sound effects

Additional audio elements used to enhance realism or atmosphere (for example footsteps, doors opening, tills, traffic).

Tag

A short additional line added to the end of an advert (often for offers, dates, or locations).

Sponsorship

Branding that sits alongside programmes, features, weather, or traffic updates rather than traditional adverts.

Live read

An advert delivered live on air by one of our presenters.

Creative refresh

Updating your advert during a campaign to keep it sounding fresh and maintain listener engagement.

Burst campaign

Advertising concentrated into a short period to create impact quickly (often used for sales or events).