Radio Airtime Costs: What Stations Charge Per Spot (2026)
- Airtime is the biggest radio advertising cost. A :30 spot ranges from about $10 in small markets to $5,000+ in major ones.
- Drive time (6–10am, 3–7pm) typically costs 2–3x overnight or weekend rates.
- A typical local campaign runs $750–$3,000 per week in a mid-size market.
- Rates are negotiable: package deals, frequency discounts and remnant airtime can cut the price.
How radio stations price airtime
Radio airtime is sold per spot, per week or as a schedule (a package of spots across dayparts). The price depends on four things: market size, the station's audience and format, the daypart, and how many spots you buy. A top-rated station in a large market charges far more than a small-market station with a niche audience.
Average radio advertising cost by market size
| Market size | Cost per :30 spot | Weekly schedule (15 spots) |
|---|---|---|
| Small market (under 100k population) | $10–$50 | $150–$750/week |
| Mid-size market (100k–500k) | $50–$200 | $750–$3,000/week |
| Large market (500k–1M) | $150–$500 | $2,250–$7,500/week |
| Major market (Top 10 — NYC, LA, Chicago) | $500–$5,000+ | $7,500–$75,000+/week |
These are typical ranges, not quotes. Actual rates vary by station and season. Ask for a current rate card and media kit before budgeting.
Radio rates by daypart
| Daypart | Hours | Relative cost |
|---|---|---|
| Morning drive | 6–10am | Highest (baseline 100%) |
| Afternoon drive | 3–7pm | High (about 80–100%) |
| Midday | 10am–3pm | Moderate (about 50–70%) |
| Evening | 7pm–midnight | Lower (about 30–50%) |
| Overnight and weekends | Varies | Lowest (about 20–40%) |
Most local advertisers lean toward morning and afternoon drive because commuters are the largest, most reliably captive audience. If your budget is small, a mixed schedule that includes midday and weekend spots stretches further.
What is a realistic radio advertising budget?
Frequency matters more than any single spot. Listeners usually need to hear a message several times before acting, so a thin schedule on many stations tends to work worse than a focused schedule on one. A common local plan is 15–25 spots per week on one or two stations for at least four weeks.
Example: a mid-size market, one station, 15 spots per week at about $100 per spot is roughly $1,500 per week, or $6,000 for a four-week flight. Add production (traditionally $500–$2,000, or about $10 with AI) to get your total.
How to lower your airtime cost
- Negotiate. Published rate cards are a starting point. Stations discount for volume, longer commitments and off-peak flexibility.
- Ask about remnant or run-of-schedule (ROS) airtime. Unsold inventory is sold cheaply, and the station chooses when it airs.
- Bundle with digital. Many stations include streaming or website ads with a broadcast buy.
- Remove production cost. Producing your spot with an AI tool puts that budget toward airtime.
- Use shorter spots. :15 spots cost less than :30 and work well as reminders alongside a longer ad.
Put your budget into airtime, not production
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Build my ad — free preview →Frequently asked questions
How much does radio airtime cost?
A :30 spot costs roughly $10–$50 in small markets, $50–$200 in mid-size markets, $150–$500 in large markets, and $500–$5,000+ in the top 10 markets. Drive time costs about 2–3x overnight or weekend slots.
What is the average cost of radio advertising?
A typical local campaign costs $750–$3,000 per week in a mid-size market for about 15 spots. Total cost also includes production, which ranges from about $10 to $2,000 depending on the method.
Why is radio advertising cheaper in small markets?
Rates are based on audience size. Fewer listeners means a lower cost per spot, so a small-market station can cost a fraction of a major-market one.
Is radio airtime negotiable?
Yes. Stations routinely discount for volume, longer commitments, off-peak scheduling and remnant airtime. Always ask for the rate card and negotiate.
How many radio spots do I need per week?
Most local campaigns run 15–25 spots per week on one or two stations for at least four weeks. Frequency drives results more than any single spot.