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Our brands, including Heart, Capital, LBC and Smooth keep  millions of people entertained weekly.

Thirty seconds for a radio ad might not seem like a lot of time to convince someone to buy your product. But if you have a great, captivating narrative, then 30 seconds will be more than enough. The advert is repeated throughout the day and week using the best available slots.

To contact our Commercial Team, please reach us via the chat icon or submit an enquiry form here.

creatives on-hand

Here at Global, we have creatives on-hand to help you put your message together.

The creative idea and the quality of your ad can have a huge impact on the success of your commercial.

We’ll start by doing a brainstorm and taking a brief and then our creatives will write a script that can pack a real punch and make your ad stand out in a busy ad break.

We’ll then suggest some voices that match your brand and bring it to life, and we can even create sonic branding (like a jingle) or bespoke music.

Although there is no one way to approach a radio script, here are some things to consider as you get started:

“Global can deliver your campaign & keep production costs to a minimum.” 

You do not have to use Global to create your ads, you are free to use your own advertising agency should you prefer not to use Global creatives.

audience

What audience are you targeting?

This is where radio has its advantages.

Global has a range of radio stations that target different ages and interests, making your audience matching more efficient. 

Those who have grown up with less technology will rely on the radio to pass the time rather than scrolling on the phone.

This could partly explain the runaway success of Global’s Classic FM. 

At the same time, younger generations, including Gen Z, millennials, commuters and shoppers, can be targeted via audio adverts since they often spend time commuting and listening to music.

For this reason, advertising on the radio means you can target a variety of age ranges and people from all walks of life. You could also target: homeowners, car buyers, students, young families, people who are retired or those looking for a new job.

Whoever you’re looking to reach, we can advise which stations and areas will be the best to deliver results.

critical components

6 contributing components of a successful radio ad:

  • Make sure your message is relevant to the target audience
  • Focus on what makes you different
  • Establish what you want the audience to think, feel and do after hearing the ad
  • Keep it simple, listeners won’t remember complex messages
  • Consistent voices and music will make you memorable
  • Have a compelling and clear call to action

tips to win!

1. Keep your message short and sweet!

You have around six seconds of attention from the average consumer. What this means is that you have a tiny window to capture the audience’s attention and sustain it for long enough that they will be interested in your product.

So, spend your resources crafting a catchy message that helps the customer remember you later.

2. Think brand awareness

With radio ads, your brand never gets lost. Instead, radio advertising usually aims to organically facilitate a future market of consumers through increased brand exposure.

Remember, don’t put all your effort into a call to action – these are easy to put together. Instead, you want to put your effort into producing a script or message that is catchy, memorable and enticing.

Finally, you’ve got the listener’s attention; now, the goal is to keep it and entice them. Tell stories, fire the imagination.

3. Quality and quantity

If your goal is to increase the popularity of your brand, you want to make a good first impression. The more your ad taps into emotion, the more effective your campaign will be – the radio ad will be a testament to the quality of the product or service you provide.

Radio makes this more accessible as it is listened to in familiar places, work, cars and homes.

one-stop solution

Global is one of the leading outdoor advertisers in the UK. On top of this, Global receives almost a third of all listenership hours in the UK.

By combining outdoor advertising, broadcast media and digital branding, we can provide the most compelling “one-stop” solution for brands, agencies and advertisers throughout the UK.

We invest heavily in our insight tools to better understand how advertising on our media will generate maximum value for advertisers.

See how we have helped companies just like yours here…

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