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Procurement Market Intelligence Report

Radio Advertising
Sourcing Guide & Market Trends

Comprehensive intelligence for making smart purchasing decisions

Learn about actual and potential costs

How much should I pay for Radio Advertising?

What is the average price of Radio Advertising?

This procurement report includes pricing information to help you purchase Radio Advertising. Our analysts provide a benchmark price and a price range based on key pricing factors to help you understand what you should be paying for this specific product or service. To see the average price for this and hundreds of other products and services, subscribe to ProcurementIQ.

Has the price of Radio Advertising been rising or falling?

Analysts look at market data from the previous three years to determine an overall price trend. You can use the recent price trends to help you understand price volatility and plan your budget.

I’m not ready to purchase Radio Advertising yet. Will I pay more if I wait too long?

We forecast the next three years of price movements by looking at factors likely to affect the market's supply chain, such as inputs, demand and competition. You can then use the price forecast to figure out the best time to purchase.

What other costs are associated with purchasing Radio Advertising?

Our analysts calculate the total cost of ownership and assign a level of low, moderate or high, depending on things like customization, integration and installation. Use this information to budget for Radio Advertising with a reduced risk of unexpected costs.

See how we display average pricing information, trends and market data.

Find the vendor to meet your needs

Where can I purchase ?

The top four providers among the more than 4,000 firms offering radio advertising collectively earn about 44.0% of total market revenue, indicating medium market concentration. The FCC supports this concentration level by requiring radio stations to obtain licenses to operate, which complicates the entry of new suppliers into the market... Subscribe to learn more.

Questions to ask potential suppliers

How can I gain leverage during negotiations?

Experience and Expertise

How long have you provided these products to your longest-tenured client?

What qualifications does your staff have and what measures do you take to keep those qualifications up to date?

What industry do you most commonly supply this product for?

To what extent will ordering multiple products from your firm allow me to save on costs?

What is your repeat business rate for businesses in my industry and how does that compare to your overall rates?

Supply Chain Risk

Over the past three years, what percentage of your revenue has been dedicated to raw input materials? How has that changed?

Has the availability of raw materials tightened due to the coronavirus outbreak?

Over the past three years, what percentage of your revenue has been dedicated to labor?

How have fluctuations in input prices affected the prices of your products during the past three years?

How do you mitigate sudden price increases in raw materials?

When input prices rise, how much of the cost is absorbed by you and how much is passed onto buyers?

How, if at all, has your supply chain been affected by import tariffs levied in 2018?


How do you manage regulatory change? Do you have regulation advisers or methods to track regulation?

How have changing regulations influenced your pricing now and how will the changes affect prices over the life our proposed agreement?

What ongoing training procedures do you provide for your staff?

Have you ever been found to be noncompliant with regulatory frameworks?

Amid widespread health concerns during the COVID-19 pandemic, what contingency plans are in place to mitigate risk to your clients and employees? Do you offer clients any flexible exceptions, such as contract suspensions?

Industry Experience

How long have you been in the radio advertising business?

On average, how many years of experience does your staff have in this field? How does that measure up to the industry average?

What qualifications does your staff have and what measures do you take to keep those qualifications up to date?

What do you do to maintain a competitive advantage in your business?

How long have you provided services such as this to your longest tenured client? Who are your five largest clients?

What awards and honors has your company earned?

Market Competition

How do you differentiate your company from other suppliers?

What is your client retention rate?

How do you handle holiday or peak advertising seasons? Do you increase prices; are you able to handle increased demand?

As a large company, how do you compete with the emergence of smaller players into the market?

As a small company, how do you compete with the reputation of large, established service providers?

Has your firm completed any acquisitions over the past three years? If so, how did this expansion affect your business model?

Advertising Options

How long are the time slots you offer?

What pricing model do you use for your radio advertising?

In what MSAs do you offer radio advertising? Which are your most popular?

What programs do you have available during which my advertisement can be aired?

What kind of restrictions do you place on the content that is aired on your channel?

Client Base

How have your previous clients benefited from your services?

Can you provide testimonials or case studies from previous clients?

How do you ensure that you meet the client's budget and timing for the advertising campaign?

What formula do you use to calculate the return on investment for radio advertising campaigns?

Supplier Scope

Does your company provide services on a national level or on a local level? What markets do you primarily serve?

Are you a syndicated radio network?

What geographic areas does your station reach?

Are you capable of supporting a global implementation? Do you support foreign languages and if so, which ones?

What other promotional activities do you provide aside from radio advertising?

What type of services do you offer related to commercial production?

How many clients can you provide service to at one time?

Supplier Finances

Is your company at risk of bankruptcy?

How does your company drive sales when the economy is growing?

What proportion of your revenue comes from your radio advertising?

Would the bankruptcy or revenue volatility of any of your key clients or suppliers adversely affect your operations?

If your company operates internationally, how do you mitigate risk from exchange rate fluctuations?

Customer Support

How do you evaluate customer satisfaction and how frequently? Is this made available to clients?

How have you changed your service in response to customer complaints and suggestions?

If you encounter issues or your client is not satisfied, what steps do you take to address the issue?

What systems or software do you use to manage accounts?

How frequently will you provide progress reports?

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Key elements for every RFP

What should my RFP include?

Project Budget

Buyers should disclose their entire budget for radio advertising and, if applicable, include a cost breakdown for fund allocation (e.g production costs, advertising slot costs).

Buyers should specify their preferred payment method and schedule.

Selection Criteria

Buyers should evaluate potential vendors on their station ratings and geographic location.

Buyers should asses the size and demographic of a vendor's audience.

Buyers should prefer vendors that offer competitive prices.

For a detailed list of key selection criteria, buyers should reference the Buying-Decision Scorecard of this report.

Project Schedule

Buyers should indicate the final date for prospective vendors to submit proposal queries.

Buyers must specify the date that all proposals shall be submitted for consideration.

Buyers should disclose when award information will be communicated to vendors.

Evaluate major factors to mitigate risk

How risky is the supply chain?

Most radio advertising providers face moderate levels of risk from their supply chain. Among upstream suppliers, recordable media manufacturers and communication equipment manufacturers are of the riskiest. These firms provide a sizable selection of the equipment and audio files used by radio stations, so radio stations are reliant on these... Subscribe to learn more.